So to build a B2B product for a certain community/domain (Ex: Designer, Academic Researcher, Civil Engineering), you need to understand the customs, traditions, and unwritten rules of that community/domain which are practiced by different stakeholders in that community.Īnother Interesting observation is most B2B Technologies likely to fall into the category of collaborative technologies.ĬSCW (Computer-supported cooperative work) is the study of how people utilize technology collaboratively, often towards a shared goal.Īccording to CSCW, there will be always certain Design and adoption challenges for collaborative technologies. And it is likely to be influenced by strong, authoritative factors/players in that system.Īlso in B2B, the buyers will primarily buy the product that helps achieve their organization’s business goals, and that product will be used by many stakeholders across the organization. So in spite of the existence/non-existence of technologies, a particular community working together will always have its own Collective Intelligence (practices, workflows & beliefs) that would be followed across that community. Strong, authoritative, or social influences within a group affects its collective intelligence. The highest collective intelligence emerges from groups made up of diverse opinions and beliefs acting independently.Ģ. The importance of Understanding Collective Intelligence is very relevant in B2B products than in B2C products.įrom the above case studies, we are aware that “ Whenever any group of people unknowingly/ knowingly collaborate for some objective, there will be the emergence of shared intelligence across every group member which might individually lack”Īlso, you need to be aware of these facts thatġ. 2.1 Collective Intelligence in B2B UX Research This understanding will help you to build more user centric product across your target users population. So more you learn about the community’s practices & preferences, more you understand the context of the user. ![]() And Individual users is more likely always directly/indirectly influenced by the community he belongs to mentally & physically. We are not building products for Individual, we are building products for a Community of like minded people. (What do users say?)It is more about understanding the user’s mental model (Why do users say? How do actually users do?) and also about understanding the context, and customs of the target user population. Qualitative UX Research is not only about collecting user feedback & opinions. Understanding the context of the user is the primary job of a UX researcher. But the reality is that Individual person “A” is knowingly/unknowingly influenced by many people/factors in that Group or Community. Immediately, it might look like one individual person “A” learning from“B”. Most of you would be aware that Many job aspirants of UX Design, Data Science & ML, etc learn about their field from their Industry seniors by direct/indirect communication via social media platforms. We can social media platforms like Facebook, Twitter, LinkedIn, etc as Indirect CI applications. Some of the best-known internet-based Direct CI applications, (often referred to as crowdsourcing) including Wikipedia and Github, involve hundreds of thousands of participants interacting, collaborating, and learning with each other. Understanding the Importance of Collective Intelligence in UX Researchįrom the above case studies, it is evident that Collective intelligence (or CI) is a phenomenon that has long existed and evolved in human cultures.Įspecially in this Fourth Industrial Revolution, Facilitated by Internet technology, CI has emerged as a powerful, economical, human resource. It is not even needed to be a direct collaboration, where the people know each other.Ĭollective intelligence is an emergent intelligence arising from the consious/uncosnsious collaboration of many people. It is interesting that our individual intelligence can be boosted significantly just by the simple act of collaboration with other individuals. Simply by moving together, the members of the group gain new abilities that they lack as individuals. Ian Couzin (British scientist, Expert in Collective Behaviour) has found an example of a more exciting type of collective intelligence - where a group solves a problem that none of its members are even aware of.
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