david alan grier - macotarefas, microtarefas e inovação
TRANSCRIPT
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Macrotasking,Microtasking,& Innovation
David Alan GrierCenter for International Science & Technology Policy
George Washington University
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March 2012
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Crowdfunding
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Crowdfunding
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Crowdfunding
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Improve Economy
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Crowdfunding
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Crowd Innovation
Improve Economy
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Crowdfunding
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Crowd Innovation
Improve Economy
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Crowdfunding
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Crowd Innovation
Improve Economy
Innovation
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WORKMeans of producing
Goods and Services
Macrotasking
Microtasking
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Coordinating Human Activity
Illustrates Benefits
)
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Coordinating Human Activity
Illustrates Benefits
Explains Innovative Power
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Coordinating Human Activity
Illustrates Benefits
Explains Innovative Power
Long Term Trend
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Coordinating Human Activity
Illustrates Benefits
Explains Innovative Power
Long Term Trend
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Claims for #crowdsourcingCrowdsourcing will make us:
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Claims for #crowdsourcingCrowdsourcing will make us:Innovative
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Claims for #crowdsourcingCrowdsourcing will make us:InnovativeWealthy
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Claims for #crowdsourcingCrowdsourcing will make us:InnovativeWealthySmarter
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Claims for #crowdsourcingCrowdsourcing will make us:InnovativeWealthySmarterHealthy
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Claims for #crowdsourcingCrowdsourcing will make us:InnovativeWealthySmarterHealthyArtistic
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Claims for #crowdsourcingCrowdsourcing will make us:InnovativeWealthySmarterHealthyArtisticMore Attractive to Members of
the Opposite Gender
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Crowdsourcing will:Fulfill the Promise of the
Information Economy
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Crowdsourcing will:
Overthrow the Bourgeoisie
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Crowdsourcing will:
Overthrow the Bourgeoisie
Dictatorship of the Proletariat
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Crowdsourcing will:
Overthrow the Bourgeoisie
Dictatorship of the Proletariat
Dominance of Markets
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And Finally:
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One Thing:Reduce Costs of Transactions
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One Thing:Reduce Costs of Transactions
Use of Markets
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One Thing:Reduce Costs of Transactions
Use of Markets
Digital Technology
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Why Organizations?
Benefits Collective Action
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Why Organizations?
Benefits Collective Action
Coase Thesis (1936): Hierarchies exist only because
they minimize certain transactions costs
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Crowdsourcing works:Only as it offers lower coordination costsCosts of
RecruitingEmployingManagingetc
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Replace Structure
CEO
COO
Exec VP VP
CTO
VP
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WithMarket
Programmatic Control
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With Market
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With Market
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& Programatic Control
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Innovation:What Forces are at play?
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Innovation:What Forces are at play?
New Approach to Task
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MacrotaskingWorkers for specific Tasks
Spot Task Market
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MacrotaskingWorkers for specific Tasks
Spot Task Market
Qualities:Like Free LancingWorkers see entire TaskMay be Responsible for Fitting it into Project
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Examples:Website developmentOffer skills:
Graphic DesignerCopywriterWeb ProgrammerApp DeveloperEtc
oDesk/eLance/Utest
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Reduce Structure
CEO
COO
Exec VP VP
CTO
VP
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Reduce Structure
CEO
COO
Exec VP VP
CTO
VP
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InnovationBabbage’s Law (1831)
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InnovationBabbage’s Law (1831)
Hire exactly skills needed for each job
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InnovationBabbage’s Law (1831)
Hire exactly skills needed for each job
Minimized Labor Costs
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Limits of HeirarchyCan’t always hire on
task basis
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Limits of HeirarchyCan’t always hire on
task basis
Have to take combined skills
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Limits of HeirarchyCan’t always hire on
task basis
Have to take combined skills
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Limits of HeirarchyCan’t always hire on
task basis
Have to take combined skills
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Limits of HeirarchyCan’t always hire on
task basis
Have to take combined skills
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Limits of HeirarchyCan’t always hire on
task basis
Have to take combined skills
Mediocre Skills at Expensive Price
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MacrotaskingBreak Hires to Task basis
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MacrotaskingBreak Hires to Task basisMore flexible organization
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MacrotaskingBreak Hires to Task basisMore flexible organizationRespond quicker to demands
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MacrotaskingBreak Hires to Task basisMore flexible organizationRespond quicker to demandsCapital not locked to hires
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Drawbacks?HistoryOrganizational knowledge
concentrated
No one ready to move up
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Drawbacks?HistoryOrganizational knowledge
concentrated
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Microtasks
Small Jobs
Often Repetitious
Isolated
Controlled by Manager
Amazon Mechanical Turk
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Microtask: ExampleMetadata for photographs
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Microtask: ExampleMetadata for photographsPhotos on webCrowd develops descriptionsCrowd checks
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Microtask: ExampleMetadata for photographsPhotos on webCrowd develops descriptionsCrowd checks
Translation
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Microtask: ExampleMetadata for photographsPhotos on webCrowd develops descriptionsCrowd checks
Translation
Data cleaning
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Microtask: ExampleMetadata for photographsPhotos on webCrowd develops descriptionsCrowd checks
Translation
Data cleaning
Proofreading
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Distinguish from Macrotasking
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Macrotasking Macrotasking
Macrotask Microtask
Repetition Low High
Qualification Before Each Before All & During
Control Light Comprehensive
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Extension of ComputationAdd Market to
Determinimistic machine
Does Things hard for Computer
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Human JudgmentResults Better or Worse
Evaluate with Market
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Program
Data
Control
StorageProcessor
Computing Innovation
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Plan
Data
Control
StorageProcessor
Adds non-determinism
Judgment Market
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AdvantageDo quickly work that is difficult
to do by computer
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AdvantageDo quickly work that is difficult
to do by computer
New Capabilities
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AdvantageDo quickly work that is difficult
to do by computer
New Capabilities
New Capacities
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Re-order:Certain
Structures
Certain Services
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Human Judgment: Human Error
Two Results:
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Human Judgment: Human Error
Two Results:
Babbage (1827)Two Workers
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Human Judgment: Human Error
Two Results:
Babbage (1827)Two Workers
Doing the Same Computation
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Human Judgment: Human Error
Two Results:
Babbage (1827)Two Workers
Doing the Same Computation
On the Same Data
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Human Judgment: Human Error
Two Results:
Babbage (1827)Two Workers
Doing the Same Computation
On the Same DataUsing the Same Method
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Human Judgment: Human Error
Two Results:
Babbage (1827)Two Workers
Doing the Same Computation
On the Same DataUsing the Same MethodAre susceptible to make
the same errors (1827)© David Alan Grier 2011
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Human Error (II)Penna & Reid (2012)Agreement Cannot not
Guarantee CorrectnessGame Theoretic Argument
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StrategyVariation of Shewhart CycleQuality Engineering
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Plan
Recruit Crowd
Quality Crowd
Run Process
Write Workflow
Assess Results
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Basic StrategyParallel TaskDifferent work same data
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Basic StrategySerial TasksDifferent work Same data
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Parallel TasksRead Business CardTranscribe
NameAddressEmailEmployer
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Serial TasksBusiness CardTranscribe name, pass it onCheck name, transcribe address, pass it onCheck prior info, transcribe email, …
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Crowdfunding
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Crowd Innovation
Improve Economy
Innovation
Crowdsourcing & Work
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Crowdsourcing
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Crowdsourcing
Reduce Transaction Costs
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Crowdsourcing
Reduce Transaction Costs
Changes Nature of Collective Action
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Crowdsourcing
Reduce Transaction Costs
Changes Nature of Collective Action
Demands we see production in new ways
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Innovation
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New ways of doing old things
New Things are Important
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Macrotasking,Microtasking,& Innovation
David Alan GrierCenter for International Science & Technology Policy
George Washington University
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March 2012
o Fim