Skip to main content

Can Traditional Firm Behavior Be Driving Customers to DIY Market Research?



What do YOU think?

If you're reading this as the principal or the employee of a traditional market research firm - you might be offended or insulted.  If you're a customer who has had a frustrating meeting with a research professional who you felt was driving you into additional research you didn't think you needed - then you might agree.

What if technology and opportunity are what "drove" people to DIY market research methods?  As a research professional - I think that is a terrific thing!  Here's why:

  • Users finally appreciate the joy of data.  What online survey and polling tools have done is put the power to collect feedback as soon as the feeling moves them.  And this makes them hungry for more.  This is where a space and opportunity open up for the research professionals - instead of rolling our eyes at their stupidity in asking a particular question or gathering garbage the first time around -- let's take them by the hand and reward them for the effort and then show them the power of a well constructed survey to make a decision.

  • Measuring and tracking.  Because survey applications are so robust and easy to use, it's a breeze to do ongoing surveys and measure your progress.  But sometimes users aren't sure exactly what to measure or how to track it.  This is another opportunity for the research professional to step in and save the day.

  • Listening to customers.  The focus group may still be the best way to pull in qualitative information, but it's not the only way.  Now, social media chatter and data mining from text and social media can yield rather surprising results.  Users want to listen to customers and professional research firms have the ability to help them tune their listening.


Ultimately technology will march forward and tasks that require LESS brainpower will be automated.  The only thing left will not be DOING the work, but knowing what to do.  This is the most valuable asset any professional has to share with clients and customers.

Take the DIY tools and run with them.  Embrace their power and add your own expertise to enhance their value.  Remember -- it's not DOING the work that has value -- it's KNOWING what to do and how to get the most our of a budget and a tool.

For more discussion on DIY Market Research Trends and Opportunities,  register for our FREE Webinar on September 30, 2010

Comments

Popular posts from this blog

Results of the Presidential Job Index Survey (week ending 7/1/2010)

Quick update on the results for the presidential job index survey for the week ending 7/1/2011. As a reminder this is a weekly survey that we conduct and we publish the results for the survey every Friday. To participate in this week's survey, please download the SurveySwipe application and take the survey.

Remember, you get points that you can redeem for various rewards when you take our surveys. We have already distributed several paid apps like Angry Birds for free.

Highlights

Almost 900 respondents took the survey.
52% vs 53% last week of the respondents approve of the job that President Obama is doing.
Respondents included 28% Democrats (31% last week), 25% Republicans (22% last week), 24% independents (27%) last week and 2% with the Green Party (3% last week).



You can view the reports here or directly on your phone.

Top 5 Infographics of the Week: Cyber Security

Earlier this week, we experienced a power outage with our data center at Internap. During this short period of time, our customers were unable to access the site. Luckily, it didn't last long and we are back up and running now thanks to our dedicated support team that responded quickly and worked diligently.

Cyber security is, and always has been, a very important issue for us as we continue to grow and meet the demands of a technology-driven society. Nothing is more paramount than the safety of your valuable data. And apparently we weren't the only ones affected, as LinkedIn was experiencing difficulties on the same day and Internap had 3 massive outages earlier this year. Check out these infographics with stats on the importance of cyber security and the impact it can have on small-medium sized businesses.

Top 5 Infographics of the Week: Internet of Things

In 2008, the number of things connected to the internet exceeded the number of people on Earth. By 2050, we are expected to surpass 50 million different devices connected to the internet. And we're not just talking smartphones and tablets - we mean everything. Wearable tech, household appliances, smart homes, public transportation, hospitals and even cattle have all been using sensors to transmit data automatically. It is an exciting yet scary time to be alive. The various interactions between these different entities are opening up doors for more apps, more software and more auxiliary services. With so many "things" connected online, the possibilities for information exchange becoming wider everyday. Check out the top 5 infographics to learn more about the IoT.