EMI recently hosted a discussion among local market research professionals to discuss the trend of DIY tools in marketing research. We discussed DIY tools for not only sampling but also programming surveys, data processing, coding translations, charting and even qualitative tools. The DIY landscape is very crowded right now with no clear leaders, which makes decisions to which tool to utilize even more challenging.
The consensus among the group was that while these DIY tools can be very handy, efficient, and inexpensive, there are a few areas that researchers should consider when utilizing:
Many of these functions are behind the scenes and not visible to many users of the data. Some of these people spend their entire careers in their field and provide insights that an automated tool cannot provide. They have systems in place to ensure quality.
To summarize, be careful when using DIY tools. They may appear to be easy to use, but one could put themselves in a tough situation if not properly prepared. We routinely have clients that have incorrectly used them and we have to help them salvage or fix the data.
As a reminder, we are always here for your sampling needs. Send us an email if you have any requests or questions.