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Another ice bucket challenge video and what it teaches us about the value exchange

Posted by Greenbook on September 22, 2014

In this excerpt from the GreenBook blog, we explore Mark Hughes' thoughts on the phenomenon of the ice bucket challenge and what it can teach us about incentives in market research.

By now, not only have you heard of the ALS Ice Bucket Challenge, chances are you’ve participated in the fundraiser, either as a watery victim or a trusted videographer. A viral fundraising sensation that’s dominated social media for the past few weeks, the Ice Bucket Challenge had raised more than $42 million for amyotrophic lateral sclerosis (ALS) as of August 21st.


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Topics: Thought Leadership, Market Research, Value Exchange

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