DIY in the Age of Insights: Five Ways to Own Your Marketing Initiatives

By the Editors

DIY as a “quick and dirty alternative” to research project completion is rapidly becoming a notion of the past. New enhancements to technology and increased awareness around research methodology are taking the trepidation out of the decision to consider a DIY tool or approach to project work.

How can you demonstrate to your team that you have a firm grasp on your audience and that the research data you’re presenting is reliable when using a DIY tool? Are you “owning” your insights when it comes time to present data and findings?

  1. Make sure you’ve identified the right target audience and can reach them online. A DIY tool can be an excellent way to help identify your audience. By posing a few questions in a quick survey to a broader population segment you may gain a better understand of who your target really is. Not all projects are well-suited to an online survey tool of course. After doing an initial quick survey online you may decide to do some telephone in-depth interviews as well. Many DIY tools in the marketplace today are flexible and simple enough to use whether you are new to survey creation or an expert researcher. Keep the project goals in mind and think about the end-game (how will the results be used and who is the audience for the data you will collect).
  2. Tap into your customer base: what are their perceptions of your brand or business? Sometimes you need a “gut check” before diving into a full-service research engagement. DIY tools can be the perfect solution to take temperature as to how your business, product or offering is perceived or will be received in the marketplace. With DIY tools you can also learn more about the general awareness of your service or ask questions around customer satisfaction quickly.
  3. Focus on the user experience and keep questionnaire design in mind. DIY tools make the process of setting up your questions quick and easy, giving you more time to think about the wording you use and how to construct questions which people will be able to answer accurately and without confusion. A DIY tool can also be a great way to test potential questions to make sure they are not confusing to your audience and are delivering you the data you expect. The right DIY tool will provide you with user-friendly modules and guide you through the process of building a survey and then promoting it to your target audience. SSI’s DIY tool also allows you to score your survey and makes recommendations as to where you can improve before it goes into field.
  4. Consider the quality of the sample that you are accessing; not just the tool you use to get the job done. Not all data is created equal. Sure, a DIY engagement can help you to collect data more quickly and with cost in mind, but the wrong sample can make your data useless and lead your insights team in the wrong direction. Make sure you understand where the underlying sample behind a DIY tool comes from and how its quality is ensured. SSI’s DIY tool allows you to choose between purchasing respondents from the same high quality global panel audience used for full service projects, or sending a survey to your own lists. Choose based on the project requirements and your own vetting of tools and audience quality.
  5. Remember that gathering the data is just the start. You want a tool that will deliver clear, attractive, presentation-ready reports to you after your survey is in-field. Make sure you select a tool that can compile and summarize your responses, that allows you to access your results in real-time, and create customized reports to share with your colleagues.

If you are considering a DIY tool for your next project, check out how LegalZoom leverages Survey Builder and SSI’s sample audiences to garner insights.