What is DIY Research? Part 1: If you’re not careful, it may lead to Bogus Insights

One of the coolest elements of the Tech expansion in Market Research over the last decade has been how it dramatically increased accessibility to data collection and the industry overall.  However, there’s been an underlying question that has been under-debated in my opinion.  Can you truly mirror what a Market Research firm does as a service for you by licensing your own DIY Research platform?  

I wanted to explore this in a deeper dive series by reflecting on where we are now at the intersection of Technology and Talent in the usage and execution of Market Research.  Let’s start with a simple framing of the topic and what aspects we’ll explore.  Then, I’ll share common pitfalls that novice DIY Researchers face those risks bogus stats showing up in the wrong meetings. 

The term DIY Research is a macro concept that is wide-ranging.  For simplicity, I’m going to focus on things that are mass-marketed as DIY Research instead of covering every category of technology that sits in the Market Research world.  

Broadly, I view many platforms as fitting into three main buckets:

  1. Survey Tools, 
  2. Sample Access, 
  3. Niche Specific “Insights Platforms”.  

Let’s dig into survey tools first here!

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