Doing market research on your own

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We live in an age of do-it-yourself mentality. People spend hours of their time watching tutorials of all kinds. Department stores sell household items and offer the materials needed to assemble various pieces of furniture, and we see countless recipes on social media that we would definitely want to make ourselves. Why ask someone how to do something if I can do it myself? This is a question that you have probably asked yourself when you think about doing market research. That is why many companies, for example those dedicated to marketing, have realized that doing online surveys is very simple, so they have adopted this type of do-it-yourself philosophy to enter the world of research.

Is it good or bad to do market research on your own?
There are those who say that “it’s the thought that counts” and there will be many points of view about whether it is better or not to do things on your own; the truth is that the fact of being able to do something yourself has resulted in products or services being offered to more people or companies today. This could be the good side of things.

Now let's look at the dark side: Market research using the "do-it-yourself" method does not have the advice of experts who have worked for years in the market and whose knowledge is of enormous value.

I recommend you read: Creativity or market research, what is more important?


Why is this important?
If the primary objective of market research is to reduce organizational risk through valid and reliable market or consumer data, in order to improve decision making, then it would be risky to do research on our own, without any type of advice. Lack of experience, or the use of inappropriate tools in market research, manifests itself in many ways, including:

Poor survey development, including poorly designed questions, improper logic, or an incorrect cayman islands phone number number of questions, only results in respondents abandoning the survey. Check out how to develop survey questions that help you make better decisions .
Surveys that do not have an objective, so specific questions that help us solve problems are not asked.
Incorrect sample selection. I recommend you read: How to determine the sample size for market research?
Lack of evidence of validity and reliability in the responses.
If you are a corporate researcher and focus on consumer or B2B market research , then it is your role to guide internal clients in developing surveys that will provide them with accurate and reliable results. Key focuses include:

Establish balanced research objectives that cover both the concerns of our clients and those of respondents.
Create a survey design guide that remains focused and capable of meeting the stated objectives of the research.