Research: For Crowdsourcing to Work, Everyone Needs an Equal Voice


July 30, 2019

Harvard Business Review logo

How useful is the wisdom of crowds? For years, it has been recognized as producing incredibly accurate predictions by aggregating the opinions of many people, allowing even amateur forecasters to beat the experts. The belief is that when large numbers of people make forecasts independently, their errors are uncorrelated and ultimately cancel each other out, which leads to more accurate final answers.

However, researchers and pundits have argued that the wisdom of crowds is extremely fragile, especially in two specific circumstances: when people are influenced by the opinions of others (because they lose their independence) and when opinions are distorted by cognitive biases (for example, strong political views held by a group).

Read more