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Assessment of rural digital imaging and creativity abilities for potential crowdsourcing case

Annamalai Vasantha, Gokula and Acur, Nuran and Corney, Jonathan (2015) Assessment of rural digital imaging and creativity abilities for potential crowdsourcing case. In: The Continious Innovation Management Workshop, 2015-09-01 - 2015-09-02, Netherlands. (Unpublished)

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Benefits of crowdsourcing tasks are largely reaped by urban rather than rural workers. Even if rural workers could access these web portals, tasks are in general elementary. This research aims to see whether rural crowdsourcing workers' digital imaging ability is better than urban workers, and whether creative ability leads to better imaging ability. Understanding this comparative scenario along with contextual factors (such as confidence level of manager on workers, job satisfaction and work situation) influencing these parameters helps to crowdsourcing skillful computational digital imaging jobs to rural workers. These understandings were studied by collecting data from 120 IT workers (60 each from semi-urban and rural areas) located in six states of India. Statistical analyses show that urban BPO workers’ were better than rural workers only in 2D digital imaging ability (not in 3D ability), but rural workers were better in Torrance Tests of Creativity Thinking (TTCT) test. Association between worker’s creativity and manager assessment is not aligned for rural workers. In contradict to expectation, the findings show that workers with low job satisfaction and excellent work circumstances lead to possess high creativity skills in TTCT creativity score. Next steps involve improving digital imaging and creativity abilities of workers, and aligning manager conviction on worker’s creativity.