Purpose –The purpose of this paper is to discuss how organizations can use the crowd to assess disruptive ideas, and gain in-depth insights in crowd sourced innovation practice, while investigating the potential of (expert) crowds in a predictive pattern. Design/methodology/approach – An exploratory research approach is followed, comprising a web-based questionnaire using responses of 32 industry experts at a leading international crowdsourcing conference, followed by seven semi-structured expert interviews to obtain in-depth insight into processes and the reasons behind the respective crowdsourcing project set-ups. Findings –Use of an external crowd for incremental and disruptive idea assessment shows low popularity. Predictive crowding shows high perceived effectiveness, but is not yet frequently applied. In the context of disruptive ideas, purposefully selected expert crowds are considered to be more suitable than undefined heterogeneous amateur crowds. Finally, attracting and motivating people to join the crowd remains a major challenge. Originality/value – This study advances the understanding of how organizations can use the crowd to assess disruptive ideas, gain in-depth insights in crowd sourced innovation practice, as well as the potential use of (expert) crowds.
Journal of New Business Ideas and Trends / Vol. 14, No. 2, pp.23-41