Branka Andjelkovic, Tanja Jakobi, Vladan Ivanović, Zoran Kalinić, Ljubivoje Radonjić, Marko Milošević


This paper addresses the challenges associated with measuring the gig economy, recognizing the methodological hurdles in assessing platform work, and exploring potential solutions. Drawing on comparisons between various approaches to gauging the scale of online labour using substantial amounts of data, the paper examines the strengths and weaknesses of Gigmetar™, as a novel method already employed in evaluating the gig workforce in Serbia and Southeast Europe. In contrast to previous studies with limited sample sizes, Gigmetar™ employs extensive data analysis, capturing around 80% of the online workforce on the selected platform. This approach allows for a more comprehensive analysis of workers’ characteristics and trends. The tool provides insights into gender distribution, income, and occupational profiles, facilitating biannual assessments. Furthermore, GigmetarTM tracks the trends of gig workers and emphasizes the importance of accurate measurements for policymaking. While Gigmetar™ emerges as a promising method, ongoing challenges persist in adapting it to diverse platforms, keeping pace with the technology they employ, and extending its applicability to countries beyond the currently analyzed scope.

Cite this article

Tepavčević, A., & Veljković, J. (2024, May 10-11). Navigating the Gig Economy Landscape: Assessing Methodological Challenges through the Lens of Gigmetar™. In M. Maričić, V. Jeremić & N. Zornić. (Eds.), Proceedings of the first International conference on sharing economy and contemporary business models: Theory and practice, IC-SHARE 2024, Belgrade, Serbia, (pp. 53-57). https://doi.org/10.62863/NISJ6981