Dare to DIY Market Research
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Do It Yourself Market Research to save money and time. Advice on how to build your own DIY capabilities to gain feedback from consumers.
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Dare to DIY Market Research
- 1. Dare to DIY Building Your DIY Research Capabilities
- 2. Why DIY is Growing
- 3. Insights budgets on a diet
- 7. DIY vs. Hire
- 8. How fast do you need to go?
- 9. Short DIY surveys to your own customers can be programmed and launched same day
- 11. DIY surveys to your own customers may be relatively low cost
- 12. Do you need to own all of the data?
- 13. DIY ensures you own and have all of the data
- 14. How much time do you have for the project?
- 15. Running an online panel is very time consuming. Do you have the time to do that or do you need to have a supplier it?
- 16. Do you have the expertise needed in-house?
- 17. Does the project require lots of internal knowledge. Then DIY may make more sense.
- 18. Moderating focus groups: For short easy topics DIY is great; for in-depth longer discussions hiring a professional moderator is probably best
- 19. Building Your DIY Capabilities
- 20. Use What You Have
- 22. Syndicated Sources with Self-Serve platforms
- 23. Find out what tools are owned by other groups at your company that could also provide insights
- 24. Free Tools
- 25. Survey ToolsInstagram Analysis Word Cloud Generators
- 26. Buyer Beware: There can be privacy and data ownership issues with free tools
- 28. What you might want to buy?
- 29. DIY Survey Tool
- 31. Crosstab Tools
- 35. Online Panels
- 38. Syndicated Sources with Self-Serve platforms
- 40. Where can Artificial Intelligence Solutions Help?
- 41. How many tools can your team handle?
- 42. Keep your eyes open for new capabilities and tools
- 43. Finding the right tools for you
- 45. Request a Demo
- 48. Do a test drive on a real project
- 52. How robust is the tool? How many functions does it have?
- 53. How many seats will you get?
- 54. Compare options based on your criteria
- 55. Plan ahead – it takes time
- 56. Skills your team needs for DIY
- 57. Fast Learners
- 58. Self -Starters
- 60. Have a lead expert for each tool
- 61. Think through how many DIY projects your team can handle
- 62. Start building your own DIY capabilities
Editor's Notes
- What has brought about the growth of DIY in market research?
- Insights budgets have been put on a diet and continue to shrink
- DIY tools have gone done in cost
- Tools have gotten easier to use
- More tools are available
- Should I DIY? Or should I hire help?
- How fast do you need to go?
- Short DIY surveys to my customers are an example of where DIY brings me speed. Programmed and soft launch same day as request.
- What is my budget for the project?
- The cost to survey my own customers is low. I don’t pay incentives for short surveys.
- Do I need to own all of the data?
- For Example, concept test run by supplier and have to keep asking for more data – additional cross tabs, files of the open ends, etc.
- How much time do you or your team have to work on the project?
- For example, running a panel is very time consuming. So you might want to have a supplier do that or you may have to dedicate a full time person or a huge part of someone’s job to managing the panel.
- Do you need special expertise or skills that you don’t have in house? Then a supplier may be a better choice
- How much internal knowledge is needed for the project? Example: Schwan’s business model is fairly unique and it can be difficult for suppliers to give proper recommendations without a deep understanding of the model.
- For example, for basic ½ hour qualitative groups for something like concept refinement, I’m comfortable moderating those myself. For 2 hour sessions where I’m trying to get to deep underlying beliefs, I want to hire a professional moderator.
- Building your DIY capabilities
- Use what you have
- Use your past research and data
- Syndicated sources and partnerships
- Existing tools owned by other groups or the corporation – may not always be CI tools
- Free Tools
- Free tool examples – survey tools, instagram analysis, word cloud generators, etc.
- Buyer beware on free tools. There can be privacy and ownership of data issues.
- I don’t recommend free survey tools. They often do not have the level of privacy and security that you would want for research data. They can also have ownership issues of the data as well.
- What things might you want to buy if you don’t have them?
- A DIY survey tool is probably the first tool to add to your capabilities if you don’t have one. There are also more specialized tools such as for doing mobile surveys in store the geolocation that can be done as DIY. Also tools for doing SMS/Text message surveys
- A stats or analytics tools is another key component. Often this is SPSS, but can also be part of your DIY survey tool package or another separate tool.
- Tabs Packages
- Predictive analytics tools to add additional analysis power
- Text analytics is another useful tool to add to your toolbox
- Social listening tools
- Online panel for qualitative or quantitative or both
- Online Qualitative Tools – chat bots, discussion boards,
- Infographics creation tool
- Syndicated sources and partnerships
- Automation tools
- Artificial Intelligence
- How many tools and sources can your team handle?
- Have to keep your eyes constantly open for new tools that might add to your capabilities. With so many start-ups in market research, there is always something new that might be helpful or that you can probably experiment with at low cost.
- How do you go about finding the right tool?
- Scout multiple options
- Request an initial demo
- Get Non-disclosure agreements in place fairly early in the process
- Information security requirements can be another step that takes time in working with you IT department
- Request a demo using your data or information. Preferably a test drive that you can do as research on research
- Other things to consider…
- How much money do you have for the tool?
- How easy is it to use?
- How robust is the tool
- What is the access? How many seats will you get?
- Do a comparison of the attributes or criteria that are important to you
- Plan ahead and allow plenty of time because the process of finding the right tool can take awhile
- So what does all of this mean your team? What kinds of skills do they need to have?
- They need to be quick learners so they can keep up with the tool portfolio
- They need to be self-starters
- Skills across all aspects of market research projects: scoping, design, fielding, analysis and reporting
- You will want to assign a lead expert and administrator for each tool
- consider how many projects you can handle in the DIY model
- So I encourage you to think about what steps you want to take towards building your DIY research capabilities