I’ve argued for years that there’s nothing wrong with DIY research. It’s a pretty easy argument given I’ve been a DIY researcher for many years myself. Of course, I’ve also had extensive training and experience in research design and analysis so it would make sense that Do-It-Yourself research has often been my favourite path.
In reality, the problem isn’t DIY research. The problem is unskilled people not realizing that conducting valid and reliable research requires extensive training and experience. For example, as much as I’d love to DIY a brand new house for you, I have a feeling you wouldn’t be happy with it even if I read every single Dummies manual.
For the sake of this argument then, let’s consider that we’re only talking about DIY research where the person is a qualified researcher with an appropriate designation, e.g., a PRC from the Insights Association or a CAIP in Canada. (BTW, if you’re not already certified, doing so is a GREAT way to tell your clients and colleagues that you are a highly competent researcher who upholds the highest ethical standards.)
Advantages of DIY Research
Agility: Everyone has been in one of these two positions before: You just discovered you need to get a questionnaire into field RIGHT NOW, or you’re watching a questionnaire already in field and you notice that multiple research participants have just provided the same open-end answer. What do you do if it’s Friday at 6pm? You get it done! You don’t have to wait until your supplier gets in on Monday morning so that they can start scripting and be ready for field by Monday evening. When it comes to being agile, no one can get a survey in field or updated faster than a DIY researcher with direct access to their own scripting licence. DIY FTW!
Internal knowledge: Regardless of which side of the fence you usually do your research on, supplier or buyer, you’ve learned the hard way that no one can interpret brand data and tabulations better than someone who has full sight-line into the history, projected future, and context of the brand, its sister brands, and the company – the end-client insights team. The confidential research and proprietary knowledge those researchers leverage while designing and interpreting research cannot be matched by anyone else no matter how much experience they have.
Price!: It’s impossible to beat the price of DIY research. When budgets are tight and the work is essential, this makes the decision simple. But make this choice wisely. Read on to make sure you’re okay forgoing the potential advantages of managed research which could force you to unexpectedly dig into your wallet after the fact.
Advantages of Managed Research
Leverage breadth of experience: Working with a supplier that supports many other types of companies has huge advantages. They’ve seen failures and success in multiple types of projects, companies, and industries. They’ve seen how competitive brands and categories carefully craft questionnaires and discussion guides, interpret unusual data, and solve unexpected, complex business problems. They’re a warehouse of rare knowledge and experience that every client benefits from, even when no one notices. And, they won’t incorporate the unconscious, internal biases that you might have picked up along the way from your standard internal processes.
Engage experts: Most researchers are moderately familiar with a lot of different research techniques. And, most researchers are masters of a few techniques. But being an expert in Conjoint, MaxDiff, TURF analysis, JAR analysis, or segmentation doesn’t mean you’re also an expert at running focus groups, interviews, mystery shops, or IHUTs. When you’re able to identify your own unique set of skills, you can reserve them for the projects you’d be great at and leverage the expertise of other researchers who’d be far more effective at the other projects.
Focus on high value tasks: When you can avoid spending the bulk of your time doing basic tasks like scripting questionnaires and running volumes of tabulations and simple data analyses, you get to spend more of your time on the value-add components of your business – interpreting results, acting on results, and building your business. You get to spend your time creating positive change!
Finish more projects: There are only so many hours in the days. When you’ve got a dedicated team of researchers ready at your beck and call, you can design and complete far more than one concept test, pricing study, or customer experience study every 6 months. Rejoice in the fact that more of your key projects can get done with the attention they deserve, in a timely fashion, and before it’s actually too late and damage has been done.
Get creative: Using research suppliers results in unlimited creativity. Imagine a multi-method, multi-country, multi-language study with brand new techniques applied in brand new ways. Oh my. I’m getting excited thinking about what that amazing study could look like! Ok, maybe you really don’t need to do that. But, with a larger team, you can certainly cast aside any limitations based on access to tools and build the EXACT project you need. Not just the one fits into your template.
Advantages of a Hybrid DIY Research Model
But really, why must we choose DIY research OR managed research? Why can’t we be DIY researchers sometimes, choose managed research other times, and benefit from the positives of both models?
A skilled researcher who has inherent knowledge of the brand partnering with an experienced research supplier who has in-depth and broad experience with research techniques presents the ultimate research experience. Over time, it can even lead to building a dedicated external team that’s always on call, whether it’s during seasonal highs or end-of-fiscal rush periods, or to get through that huge pile of long overdue work.
In the end, whether you choose DIY research, managed research, or a hybrid model, an informed choice is the best choice!
If you’re ready to work with a research partner who will help you generate great quality data and actionable outcomes, feel free to email your project specifications to our research experts using Projects at E2Eresearch dot com. We’d love to help you build an engaging questionnaire, script the questionnaire, run data analysis, and write a full report.
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