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Since Google Forms launched in 2008, “doing research yourself” (DIY) has skyrocketed in popularity. From polls, surveys, quizzes, and event registration sheets, Google has given everyone the power to collect data in real-time.
Naturally, this experience has impacted the usage of “do-it-yourself” research tools (DIY). By definition, DIY research tools are software programs or applications that enable businesses to carry out market, brand and consumer insights research in-house, as opposed to outsourcing to a professional agency.
While these tools can provide quick results at a cost-effective price point, many researchers still remain hesitant about their value and data quality. Is this reluctance founded or simply a reaction to an “old school” industry that’s resistant to change?
Recommended: How to be objective and avoid survey bias
DIY market research tools are ideal for businesses looking to be more agile. Behind their simple user experience lies a multitude of benefits:
Technology has made DIY market research easier to access than ever before. However, there are still some things you need to keep in mind when it comes picking the right solution.
During your search for DIY market research tools, be sure to find out whether they will:
A biased result is achieved when a question has been formatted or phrased in a way that leads respondents towards a specific answer. Biased or unrepresentative results can also come about if the questions you provide are difficult to understand in a survey format.
While you might be fully aware of this, it can be difficult to avoid writing questions that will provide you with validations of your pre-conceived thoughts as opposed to useful, objective insights.
For example, non-response bias can occur when you ask too many questions, leaving the respondent overwhelmed and unmotivated to finish the survey. By investing in a platform that specializes in short 1-3 question surveys, you will be able to maximize on engagement and get honest feedback.
Whatever tool you select must make it easy to examine potential bias. Think critically about how well designed your questions are and avoid the following:
As well as avoiding research bias with your chosen tool, you’ll also want to ensure that it enables you to gather the level of insights you need to make any necessary changes or developments with your products or services.
This can only be achieved by asking the right questions to the right selection of people, and most importantly, in the right way.
This type of ease experience goes for the analysis and presentation of your results, too. Be sure to choose a solution that not only collects the in-depth insights you need, but that can analyse your data and collate it in an easy, readable and demonstratable format that you can share with key stakeholders.
Data security is an absolute must in all aspects of market and consumer insights research. Unfortunately, this can be much more difficult to keep abreast of without the support of an external market research team.
It’s therefore essential that, when you’re on the lookout for a DIY research tool for your customer insights project, it has all the correct systems in place to protect not only your participant’s personal information and data, but also yours, and that of everyone working in your organisation.
As an example, the OnePulse product is built with an enterprise-grade infrastructure to ensure that all data for our clients and users alike is secure.
What’s more, we’re fully GDPR compliant, and are MRS members and Fair Data partners, meaning that we are fully and seriously committed to our client’s data security and safety.
The clue is in the name: Do It Yourself! You should therefore ensure that the research tool you choose gives you a high level of control.
This guarantees you receive insights that are actually beneficial and help you with decision making. It also ensures that there are no unnecessary restrictions to the research you conduct imposed by the program creators.
If you want relevant data to help you back up an idea for an important client pitch in two days, DIY market research tools will be the most viable solution.
Many DIY survey platforms now offer results in minutes – whereas traditional research methods can take days or even weeks to complete. Some even offer live updates so you can watch results as they come in.
In a nutshell, if your chosen DIY research solution isn’t user friendly to all who are involved in it – from your team all the way to your respondents – it simply won’t enable you to get the results you need.
Therefore, when choosing a platform, be sure to ask for a demonstration or free trial (more on this below) and take note of how it looks and feels, and how easy it is for you to use. Also, be sure that the product is accessible across your whole team to make your research process as seamless as possible.
You should also trial the product from the respondents’ perspective; is it easy to answer questions? Is it engaging/captivating and enjoyable enough? Is there anything particularly complex, jarring and ultimately off-putting about it?
DIY market research is increasingly accessible for people in any department, not just researchers. While early self-serve platforms may have been difficult to navigate without expertise, by following the above guidance, you’ll be well on your way to launching a successful DIY research project.
To learn more about our DIY approach to agile research, contact us today.
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