Prediction markets are speculative markets created for the purpose of making predictions. Assets are created whose final cash value is tied to a particular event (e.g., will the next US president be a Republican) or parameter (e.g., total sales next quarter).
Case Studies ----------------------------------------------------
Inkling MarketsFirstly, Click on the “Inkling link” and "Sign up"
Verify your email address and include your particulars.
Within 1 minute and you are ready to bet!
How does it work? For example, we participated in this market.
"
Who will win the popular vote in the 2008 U.S. presidential election, and by how much?"
Place bet on "Obama wins by 10% to 14.99%"
The final price for "Obama wins by 10% to 14.99%" was $0.00. Hence, all the sum bet on the market is "gone".
Foreasia Prediction MarketQ1: What do you think will happen to Facebook by the end of October? Options: 1. Nothing will happen 2. Old Facebook interface will come back 3. Option to choose between old and new FB 4.Some old features are brought back
Q1 Result1. Nothing will happen
Q2: Who will win the Formula 1 World Championship 2008?Q2 Inkling Market PageOptions: 1. Lewis Hamilton 2. Felipe Massa 3. Robert Kubica 4. Kimi Raikkonen 5. Another Driver
Q2 Result1. Lewis Hamilton
Formula 1 web pageQ2a. Which team will win the title of Formula 1 Constructor's Championship 2008?
options:
Q2b. Result1. Ferrari Won
Formula 1 web page
Q3: With which percentage of the electorate vote will the winner win the US presidential election?Q3 Inkling Market PageOptions: 1. More than 55% 2. Between 52% and 55% 3. Between 50% and 51.9% 4. Less than 50%
Q3 Result1. More than 55%
Q4: How do you perceive Mac users as opposed to PC users? Never published Options: 1. Superior - better than others 2. Less modest 3. More open-minded 4. More creative 5. More emotionally unstable 6. Other
Q4 ResultThis question was rejected for the following reason, "Unfortunately we can't publish your mac market because it's an opinion question with no verifiable outcome. Any question you ask has to have an objective verifiable answer so it can be liquidated at the end and the correct answer paid out at 100 and incorrect ones at 0." - Adam
Q5: Who is the top culprit of this financial crisis? Never publishedOptions: 1. Alan Greenspan 2. James Cayne 3. Joe Cassano 4. Richard Fuld 5. Christopher Cox 6. The American Consumer 7. Ian McCarthy
Q5 ResultRejected. Reason: "Your markets about the "top culprit" and the market on the Asian markets can't be published unfortunately - you need to be able to prove the answers to these markets; unfortunately something like a "top culprit" can never be proven objectively. If you can reword these questions somehow so they can be proven at the end of the time period, we can make them available."
Q6 (Private, only for Comm 215) How many countries has the average student in this class been to?
Published?
Q6 ResultKey Takeaways:Phrasing the QuestionClarity
Confusion over wording between "electorate" and "electoral" led to people bidding on the popular vote instead of the electoral college vote.
- To avoid mistakes/confusions like this, don’t assume others define/understand words the same as you – be explicit and use simple language.
- Take advantage of ability to provide stock information and use Market News Feed to provide as many updates as possible to allow for possible questions to arise and clarifications to take place - Use the comments section to communicate with traders if necessary
- Answers must be mutually exclusive and encompass all possibilities to the necessary level of precision
- Use option to provide “detailed description”
Intrigue
-Questions must be intriguing and interesting upon first skimming in order to get traders to notice and choose to bid.
Identifiable and Definitive Outcome
-At least in terms of Inkling's public markets, all questions must have a concrete and provable outcome in order to adequately determine which answer is the correct outcome. This restricts types of questions and potential applications of PMs.
Inkling's Other Limitations
-Inkling limits the number of characters per question and per answer choice.
Time Period
-Markets must have adequate time to run in order to include maximum number of participants and thus maximum amount and breadth of information to enter into the market's movements.
What have gone wrong? - It was quite difficult to get people involved in choosing the questions for the prediction markets. We hoped our class to co-operate more with us and maybe see an opportunity to contribute to their own project, but none of the groups asked us to post any specific questions.
- Questions with more than one correct answer were not approved (Q4 Mac users, Q5 The top culprit of financial crisis), see more details below
How business can learn from it?
Use of Prediction Markets for business purposes
Internal vs. external
Currently businesses are experimenting with PMs more on an internal basis within the company as opposed to externally with customers, clients, suppliers, etc., but there is opportunity for both to add value to one's company. Internally, companies will have more flexibility with their markets, how they're run, what questions they can ask, etc. Externally, more time might need to be spent on HR, etc. to prepare for and react to possible outside confusion, etc.
Anonymous, decentralized, transparent
Much of the value of these markets comes from their anonymous, decentralized, and transparent nature. The fact that one can anonymously give one's opinion creates an opportunity for more voices and valuable opinions and information to be shared, as opposed to situations where corporate politics, intimidating bosses, and other organizational characteristics can keep these valuable inputs under the surface. Additionally, the decentralized nature of the process allows for more information to enter the market than in a normal project group or singular decision. This creates for a more optimal decision-making process.
Engaging
Whether internally with employees or externally with outside stakeholders, PMs are a great way to engage and increase interest and loyalty. By including these parties in the decision-making process, brand loyalty can increase, along with employee's commitment levels, interest levels, dedication, etc.
Forecasting
One of PMs' more obvious uses is in forecasting, whether it be sales, production units, customer reaction, or future challenges. Companies should use this forecasting ability to complement other forecasted figures, and they should also look to use them as a tool to predict possible challenges, disasters, and troubles in the future.
Innovation (e.g. market surveys, opinions)
As shown in the Intercontinental Hotels Group article (below, in "attachments" section), these markets can be used for innovative purposes. Companies can use them to get employees to suggest new ideas, and have employees wager on which ideas are good and will be successful, and which are bad and will fail. This natural screening process of new ideas from within the company is a much cheaper alternative to costly consulting groups and extensive R&D, and the breadth of knowledge and ideas that can be provided through high participation in a PM innovation project would certainly bring about at least a few positive ideas for the company to utilize at minimal cost.
Limitations
- These markets are still in their experimental phase, and are relatively unproven compared to other tools companies use. While use at a limited level should continue, these markets are not yet proven enough in a business sense to warrant too much reliance.
- Because these markets need a large number of decentralized and independent participants to be optimal, their use may be limited to larger companies, as smaller companies would have trouble getting enough internal voices to add value to this process.
- Best used as a supporting tool (does not replace existing forecasting tools in a company, e.g. sales forecasting)
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Results Resources For Q3 - Presidential Election
When interpreted as popular vote:
Lanny Davis, former White House special counsel to President Clinton - 53% Obama, 45% McCain
Simon Rosenberg, head of NDN, which is a progressive think tank and advocacy organization - 53% Obama, 46% McCain
VS.Actual:

When interpreted as electoral college:Pundits' Predictions Notable Predictions:
Joe Scarborough, host of MSNBC's "Morning Joe" - Obama,
290 electorate votes (
53.9%)
Lanny Davis, former White House special counsel to President Clinton - Obama,
350 electorate votes (
65.1%)
Armstrong Williams, conservative commentator - Obama,
325 electorate votes (
60.4%)
Brent Budowsky, a former aide to Sen. Lloyd Bentsen (D-Texas) - Obama,
300 electorate votes (
55.8%)
Simon Rosenberg, head of NDN, which is a progressive think tank and advocacy organization - Obama,
353 electorate votes (
65.6%)
Karl Rove - Obama
338 electorate votes (
62.8%)
Karl Rove's Predicted Electorate Map (to be compared to actual map):
VS.Actual results:

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