Crowdsourced consumer data: how do we make sure it's good?

Crowdsourcing data through online marketplaces such as Amazon Mechanical Turk poses new challenges about how consumer research should be designed, conducted and analysed. Additionally, it raises questions about the validity of the participants and the information they provide. As protocols for crowdsourcing data are still being worked out, we have developed a few guidelines that will benefit those using such platforms for research purposes.