Part 4: “Insights Platforms” emerge for Niche and General Audiences

Insights Platforms are the current trend in the industry.  Generally, this category refer to technologies that present a front-to-back way to execute a full research project.  A platform may refer to specific methods or specific audiences.  

For example, you can consider qualitative vs. quantitative research.  Qual Insights Platforms can focus on DIY communities, focus groups or even chats.  Quant platforms present a variety of methods like concept test surveys, brand evaluations, product tests, etc.  These platforms cater to particular methods and even give shortcuts built in for the user.  Often the tools contain libraries and short cuts on the common design approaches.  You can show up to the tool with a few jpgs of a product idea and a target audience spec and produce data extremely quickly.  

When considering Insights Platforms that cater to niche audiences, you may be focusing on research with users of certain mobile apps, or perhaps audiences sharing a common characteristic (like an ailment or demographic).  By extension, the target customer for these platforms are more narrowly defined as well.  

Now we know the major categories of DIY Research Platforms and who uses them, let’s get to the tougher stuff.  Why do so many DIY Researchers end up presenting bad results at the WRONG time?  Let’s dig into to the unseen risk factors. 

Please click here for Part 5 of 5.

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