Examples: How companies are using Indiegogo to assess consumer demand

jerryneedelEarlier this year, the crowdfunding site Indiegogo launched a new offering called Indiegogo Enterprise, geared at large companies that want a new way to test concepts with consumers — collecting both feedback and pre-orders in the process. We spoke with Jerry Needel, Senior Vice President of Corporate Partnerships, about how big companies like GE, Hasbro, and Anheuser Busch have been using the site as a complement to (or replacement for) traditional consumer insights work. Needel told us that Harmon Kardon, the audio products company, is about to launch a next-generation noise-cancelling headphone on the site.

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GE cooktop and icemaker

Enterprise crowdfunding from our perspective got started in early 2015, when GE ran their two campaigns. One was for the Paragon induction cooktop. It’s a connected cooking pan that keeps your sauces at a precise temperature the entire time you’re cooking. They took about four months to get that campaign ready. They were building a capability internally. It raised about $350,000, and they got tons of positive media attention, which was great. The next campaign, the Opal icemaker, they prepped in a third of the time, and it raised $2.8 million. All of a sudden, we had other corporations reaching out to us wanting to do what GE did.

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