Pascal Beucler

By Pascal Beucler, SVP & Chief Strategy Officer, MSLGROUP & Gaurav Mishra, Asia Director of Social Media, MSLGROUP

According to a recent PwC CEO Survey of 1200+ business leaders across 69 countries, business leaders believe that crowdsourcing people’s insights are one of the main drivers for leading innovation and change.

Earlier this year, we launched the People’s Lab crowdsourcing platform and approach to help our clients crowdsource insights and innovation. People’s Lab forms the core of our distinctive insights and foresight approach, which consists of four elements: organic conversation analysis, MSLGROUP’s own insight communities, client-specific insights communities, and ethnographic deep dives into these communities. This four-part approach helps us distill a deep understanding of societal values, consumption behaviors and attitudes towards brands, not only in terms of insights that help explain our world today, but also foresights that give us a glimpse of future worlds.

Gaurav Mishra

As an example, 100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it — on the MSLGROUP Insights Network itself but also on the broader social web — to distill insights and foresights.

We have been sharing these insights and foresights with you on our People’s Insights blog. Now, we have compiled the best insights from the network and the blog into the People’s Insights Quarterly Magazine, which you can download from SlideShare or view below:

We started with the belief that some of the most inspiring projects that are shaping marketing and communications are at the intersection of citizenship, crowdsourcing and storytelling. Three months and thirteen weekly insights reports later, we feel validated that our intuition was right.

Introducing The Quarterly Magazine

In the first issue of the People’s Insights Quarterly Magazine, we start off with a framework for purpose-inspired transmedia storytelling, which weaves together elements from all the three drivers of citizenship, crowdsourcing and storytelling.

Then we look at thirteen inspiring projects at the intersection of these three drivers. Many of these projects build upon at least two of the three pillars of citizenship, crowdsourcing and storytelling and some leverage all three.

We hope that you will enjoy the magazine and subscribe to receive subsequent issues. We also hope that our magazine and blog will inspire you to start a conversation on how you can distill actionable insights and foresights from conversations and communities.

MSLGROUP’s Chief Strategy Officer Pascal Beucler holds BAs in History and Language Sciences, a master’s degree in Linguistics and a post graduate degree in Semio-Linguistics.