Market Research DIY's Journey to Adulthood
“The focus must start to shift away from DIY tools replacing clever people and instead view them as smart tools that enable clever people to do things quicker and more effectively.”
What questions should you ask before implementing a DIY solution? Our EVP John Bird writes about just that in a recent article on Quirk’s called “Are DIY marketing research tools finally growing up?” Quirk’s Media provides practical applications in marketing research, and a trusted marketing research information source for those who conduct, coordinate and purchase research product and services.
In his article, John addresses the challenges that DIY technologies in our industry have faced over the years, including poor design and lack of support, and how things are beginning to change with “smart technology applications, better user interfaces and quality support.” Recognition of historical shortcomings and the creation of tools that are fit for purpose for a researcher mean that DIY is finally growing up.
But how do you know if you are picking the right solution? John outlines some simple questions to ask - both of yourself and your vendor - to help guide you to the best tools.
- Was this solution developed with a firm foundation in market research?
- Is the solution using automation to address speed and accuracy?
- How nimble is the vendor in making improvements?
- Is the solution backed by a responsive customer service team?
He goes into the thinking and context of each of these queries in the article, to help guide useful discussions during the selection process.
Wrapping up the piece with some final thoughts, John writes “The focus must start to shift away from DIY tools replacing clever people and instead view them as smart tools that enable clever people to do things quicker and more effectively.” He believes the beauty of technology is its ability to free people up to do uniquely human tasks, such as feed their natural curiosity for finding the stories the data is telling. DIY now holds the promise to “help us accomplish this goal. Technology that allows greater control and transparency into the research process simply makes sense.”
For the complete article, visit: https://www.quirks.com/articles/are-diy-marketing-research-tools-finally-growing-up