Behavioural Sciences

Is there really wisdom in the crowd?

People crowd a bridge that goes over 42nd Street as they take photos of the 'Manhattanhenge' phenomenon in the Manhattan borough of New York July 11, 2014. Manhattanhenge, coined by astrophysicist Neil deGrasse Tyson, occurs twice a year, when the setting sun aligns itself with the east-west grid of streets in Manhattan. REUTERS/Carlo Allegri (UNITED STATES - Tags: SOCIETY CITYSCAPE ENVIRONMENT) - GM2EA7C0P9401

How much faith should firms put in the wisdom of the crowd? Image: REUTERS/Carlo Allegri

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