Expert Tips for Successful DIY Market Research Implementation
By Sago
- article
- Research Management
- Qualitative Research
- Qual-Quant Hybrid
- Agile Quantitative Research
As market research tech becomes more accessible, many organisations are bringing it in-house via do-it-yourself (DIY) research platforms. While this shift brings clear benefits, it also comes with a set of practical challenges. In a recent webinar, Sago’s quantitative and qualitative research experts, Amanda Ilniski and Justin Perkins, shared key insights on successfully implementing DIY research.
Why Organisations Are Moving Towards DIY Research
Organisations typically go the DIY route for a few key reasons. Keeping costs under control is one, especially with tighter research budgets. Many organisations already possess internal talent, making it logical to leverage existing expertise rather than outsourcing. Frustrations with external vendors, including slow timelines and inconsistent quality, can also push teams to seek more direct control. And for some researchers, being hands-on is simply how they like to work.
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Key Do’s of DIY Research Implementation
Be Realistic About Time and Complexity
Before jumping into a project, it’s worth asking: does the complexity of this survey match the capabilities of the platform? Does the team have the time for testing and quality control procedures? Organisations should consider utilising vendor services for complex programming needs rather than struggling with difficult technical requirements. Teams should also evaluate the trade-offs between DIY and outsourcing based on timeline requirements and internal capabilities.
Match Projects to Your Working Style
Different platforms work differently, and people have distinct approaches. Some researchers prefer drafting all their questions in a document first, while others work directly in the tool. Maintaining synchronisation between documentation and programming is crucial for consistency. Some platforms now offer helpful features like questionnaire exports to assist with documentation management.
Understand the System Before Design
Researchers shouldn’t wait until they’re knee-deep in fieldwork to learn the platform. They should run some tests, play around with question types and filters, see how the reporting works, and so on. All of this helps teams not only to get familiar with the platform in question and its features, but also to catch limitations early, instead of only seeing them when it is too late to adjust.
Key Don’ts of DIY Research Implementation
Don’t Overlook the Respondent Experience
Survey design affects how people respond. Mixing up question formats helps to maintain respondent engagement. Also, keeping the length reasonable and the language clear aids in preventing respondent fatigue. If the experience is tedious or confusing, drop-off rates go up and data quality goes down, making the respondent experience a crucial consideration.
Don’t Skip the Final Review
Always run a final review. Test the logic and screening procedures, ask a colleague to take the survey, and see what they spot, etc. And remember, most platforms have support resources to resolve any concerns; don’t be afraid to use them.
Don’t Cut Corners on Data Quality
DIY means you own the quality from start to finish. That includes making sure the sample sources are solid and checking live data as it comes in. Teams need to plan sufficient time for data cleaning and validation procedures.
Using AI Wisely
Many platforms offer AI capabilities to assist with repetitive tasks like verbatim coding and initial analysis. These can save time, but they are not a replacement for human judgment and experience. Teams should understand AI limitations and appropriate use cases for their research, picking platforms that support their research needs.
Successfully implementing DIY research requires careful planning, realistic expectations, and attention to detail. The tech is improving rapidly, with AI and automation making certain tasks easier, but the fundamentals still matter: good design, clear thinking, and a strong grasp of the platform’s strengths and limitations. Additionally, organisations should evaluate their internal capabilities and resource availability when choosing between DIY and outsourcing from vendors.
When done right, DIY can give organisations more control, better speed, and sharper insights without sacrificing rigour or reliability.
The Do’s and Don’ts of DIY Research
Authors
Justin Perkins
