For those of you who watch the game show ‘Who wants to be a Millionaire?’, you will be aware a contestant has 3 life-lines to help them answer questions they do not know the answers to. These life-lines are Phone a Friend, 50:50 and Ask the Audience. The third option is interesting in that it relies on the wisdom of crowds. Psychologists studying human behaviour have proven the average assessment of a task or challenge by a large group of people is closer to correct than the assessment of an individual or small group of people.
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