A huge benefit of the last decade of tech growth is that individuals are now empowered to do more themselves, rather than rely on the middle-man. It's the main way that disruptors such as Uber and AirBnB have changed their markets - an individual can now be their own hotelier or cab driver. For consumers, the idea of doing more yourself isn't new, but the ability to do so has been driven by technology - from purchasing what you need quickly and easily, to using YouTube tutorials to learn new skills. In many situations, a consumer can now ask themselves, why don't I just do this myself?
The same can be said of professionals when choosing a supplier. Tech often wins out over more traditionally delivered services, because it allows decision makers to access more information, measure more metrics, and take more action, all with the aid of a tech platform.
In this article we undertake the task of finding out whether tech alone, which is driving the move towards solving business challenges DIY style, is the best way forward.
Is DIY research really what you want?
The shift towards a DIY approach is best illustrated in the marketing research world, where low-cost online survey platforms have become extremely popular. Many companies have decided to insource this type of marketing activity to pursue valuable and actionable insight on their own. However, choosing not to employ the full services of a research agency has both its advantages and disadvantages.
+ DIY research can be conducted really fast.
If the company is in a hurry to meet deadlines this can tip the balance in favor of DIY research. Usually when a brand decides to invest in such service they expect to see immediate results and therefore DIY is the first thing that marketing research professionals resort to.
– Choosing the questions that meet research objectives can be a handful.
The whole idea of engaging in research is to get to the information that can change and improve the company’s business or marketing plan. So it makes sense that asking the right question is everything. If you do this yourself, then you are open to all the cognitive biases that any person is naturally susceptible to. By bringing in objectively minded professionals to set the questions, you can have more confidence that they will be the right questions.
+ You have constant control over the content.
Being in a race against time, some professionals might want to get the information they need before the deadline. This can give them a clue as to where their product or service stands in the consumer’s world, without having to wait for the final report.
– More Data, More Problems
Having all the tools and materials to build a new bathroom isn't the same as building a new bathroom. You can’t just pick up data and expect to know what to do with it all, nor how it all relates to other parts. This is why skilled labour exists, and it’s the same reason why, eventually, a capable researcher is needed for this crucial task.
What is full service research and how it is different from the DIY approach
Full service research starts by assessing the situation and coming to a conclusion about what kind of information is required.
Having in mind that there are few steps that need to be followed in between, you have to:
- Аssess the situation
- Appoint the right target and their habits, interests, likes and dislikes
- Come up with the right questionnaire
- Analyse and interpret the data
Any short cuts can break the process and lead to difficulties at a later stage, that cannot be rectified unless you start again.
How Do Catalyx Approach This Differently
We always start with the end goal in mind so that we can weigh up all the different ways of approaching a problem, and designing a bespoke solution for the task at hand. Not only are these solutions fit for purpose, but they are very fun and engaging for the consumer, as we firmly believe in embracing the unconventional when it comes to boosting the intrinsic motivation to complete a study.
Doing what is right, rather than what is "the norm" extends to our delivery. The world is constantly changing, so to keep giving our clients a competitive edge, we need to constantly change as well to stay on top of our game. There is a requirement to gather data very quickly, but at the same time, be able to validate (or challenge) assumptions at the same speed. Tech does the first part wonderfully, but for now, does not do the second part as well as a human can.
PulseCheck - The sweet spot in between
Imagine that you have a few ideas in the pipeline and need to discern between them quickly and effectively to give you the confidence you need to move on with execution. This is where PulseCheck comes to the rescue having all the advantages of DIY research and the quality of full service research as ammunition.
PulseCheck enables you to differentiate between up to 5 ideas in a cost and time-efficient way. You can now validate and improve copy, concepts, claims or whatever else with the confidence that the results are statistically significant to your target market. We achieve this by targeting the right people for your brand at the right scale, evaluating the right KPIs for you such as:
- Credibility and Differentiation
- Purchase Intent and Brand Fit
PulseCheck is a quantitative testing method but enriched with abundant participants’ feedback – giving you the deep dive you need. You can have robust statistically significant results brought to life in the language of your own customers. What’s more – results, including actionable recommendations, are often ready within a week while topline data can be seen arriving in real time.
Want to validate and improve copy, concepts, claims or whatever else with the confidence that you can pick the best one? Get in touch with us to learn more!
Catalyx helps brands beat your consumer’s expectations by getting their thoughts, behaviour and ideas into your organisation, fast. We work with many of the world’s leading brands, including Ariel, Pantene and Gillette. Get in touch to learn more about how we can help your business discover better brand-building solutions in days, not months.