Crowds vs swarms, a comparison of intelligence

For well over a century, researchers in the field of Collective Intelligence have shown that groups can outperform individuals when making decisions, predictions, and forecasts. The most common methods for harnessing the intelligence of groups treats the population as a “crowd” of independent agents that provide input in isolation in the form of polls, surveys, and market transactions. While such crowd-based methods can be effective, they are markedly different from how natural systems harness group intelligence. In the natural world, groups commonly form real-time closed-loop systems (i.e. “swarms”) that converge on solutions in synchrony. The present study compares the predictive ability of crowds and swarms when tapping the intelligence of human groups. More specifically, the present study tasked a crowd of 469 football fans and a swarm of 29 football fans in a challenge to predict 20 Prop Bets during the 2016 Super Bowl. Results revealed that the crowd, although 16 times larger in size, was significantly less accurate (at 47% correct) than the swarm (at 68% correct). Further, the swarm outperformed 98% of the individuals in the full study. These results suggest that swarming, with closed-loop feedback, is potentially a more effective method for tapping the insights of groups than traditional polling.