Technology & Innovation

Networks for Thinking

September 21, 2011

Global

September 21, 2011

Global
Anonymous Writer

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Networks for Thinking: Developing ideas and forming opinions in the digital age is a report written by the Economist Intelligence Unit.

The Internet, together with the social and business communities that it has spawned, continues to transform almost every conceivable aspect of human life. People are not only spending large chunks of the day consuming digital media, but they do so using an increasingly sophisticated blend of channels and technologies. More importantly, the new networks are also driving deeper changes in human behaviour. Social media such as Facebook and Twitter provide an early indication of how interpersonal relationships and interactions might evolve in this environment. But, as this study reveals, digital tools are also changing the way people develop ideas, form views and make both trivial and life-changing decisions. There is, of course, already a sizeable amount of research available on how consumers are using these technologies. This research differs in that it focuses primarily on individuals in the business world, and seeks to understand how they are using the new knowledge networks to advance their ideas and thinking. It shows how the people who are driving the knowledge economy are developing new skills and capabilities based around these technologies. It also investigates the longer-term impact of these trends on corporate culture and management strategy.

Key findings:

Business leaders want to be digital natives too

Executives in the survey are enthusiastic users of digital tools and networks. The majority of respondents say they make them feel “smarter” and “connected”, whereas only a (generally small) minority associated these technologies with negative feelings. Overall Internet-based networks and tools are valued more or less as strongly by older executives (40+) as by those under 30, although sometimes younger respondents use them in different ways. Business people particularly value the way t he technology enables them to develop their thinking. Four out of five say that they have better information to support decision-making than five years ago, and more friendships and business relationships are now maintained online than offline. The Internet is seen as the “best place to go for exploring ideas and new perspectives on the world,” according to 72% of executives in the survey. However, the research also suggests that people feel able to use these tools more freely in their personal lives than in the workplace – not
surprisingly, given that many companies still discourage the use of social media.

The new networks change the way we acquire knowledge and solve problems

Technology allows individuals to rapidly gather and combine huge quantities of information emanating from sources as varied as friends and colleagues, traditional news outlets and YouTube postings. But the quantity of information available is only part of the story. The new networks have also begun to blur the line between learning and communication. Developing knowledge increasingly involves participation in a global conversation rather than the simple absorption of data. Over six in 10 respondents, for example, have contributed to an online
discussion in the last year, and one third have published their own information on the Internet. In return, the new technology allows them
to rapidly tap insight within their  existing relationships, but it also enables them to reach new sources of expertise rapidly. Just under 40% of those surveyed, for example, have directly contacted the author of something seen on the Internet.

In the digital world, people place a premium on information they can trust

Survey respondents and those interviewed identified the volume of data now available as a significant problem in itself. Even more difficult was determining the quality and credibility of information online. Only 16% disagreed with the statement that “I sometimes struggle to know
which information sources can be trusted when online”. Given the oceans of information now available, traditional techniques for evaluating
quality, such as time-consuming analysis, are not always practical. In this environment, reputation matters even more than before. When asked
“what determines whether something catches your attention online,” executives say that the most important factor is the credibility of the information source.

They are also more questioning of authority

While people still value the views of experts and credible information sources, this does not mean that their word is automatically accepted – on the contrary, networks encourage people to challenge traditional authority figures. In practice, this means people will start with a
trusted information provider, but then check what they find against a wide range of sources, which might include alternative information channels but also friends and colleagues. Thus being a recognised expert on a topic helps you get your opinion or idea aired, but in a sceptical environment you have to re-earn your reputation almost on a daily basis.

Crowdsourcing can fuel ideas, but will remain a niche activity for some time

Although three quarters of respondents say that their influence as consumers over companies has increased, crowdsourcing remains a niche activity, with only 3% of companies using it as a leading source of new ideas. There are, of course, innovative companies that are successfully harnessing the “wisdom of the crowd”, but doing so entails overcoming some sizeable hurdles. To be effective, crowdsourcing often needs to go beyond the customer base to engage a wider public, something which businesses are less adept at than straightforward customer relations. Convincing people to provide ideas requires incentives and focus. More importantly, it requires an understanding of what makes communities flourish.

The new networks favour certain types of creativity over others

Respondents believe that digital technology has made companies in general much more innovative, but only 15% say its biggest effect on their own jobs has been the creation of better, or more, ideas. The new networks seem to help with certain mental tasks, such as projects where groups work better than individuals. But other forms of creativity (and indeed, other types of personality) may be less suited to this
environment. About half the respondents to the survey say that they prefer to find space to do their own thinking rather than brainstorming when developing ideas. Obviously new information tools and strategies do not overtly forbid the lone thinker from coming up with insights, but the ubiquity of the new model and the need to engage in the networks of others could bring its own negative social pressures.

These trends hold far-reaching implications for both individuals and for organisations. At the individual level, business people are increasingly using a blend of digital tools and strategies to inform their decisions and improve their knowledge. The new technology creates challenges too, of course. The sheer quantity of information available is often overwhelming, and it is becoming difficult to know what sources you can really trust. Privacy issues also remain a serious concern. But despite these issues, executives of all ages generally emphasise the benefits of the new networks.

The networks also hold huge potential for companies, but it seems harder to unlock their full value at an organisational level. Certainly there are a growing number of companies – some profiled in this report – that have found ways to harness them. But many others
still view the latest technologies primarily as a threat to their ability to control information and employee performance. This often leads them to place restrictions on these tools. Whether such a policy of prohibition can be sustained is another matter. Increasingly, employees and customers will expect organisations to embrace the free exchange of ideas and information that these networks were designed to deliver.

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