If you have Googled about Market Research recently, you would have certainly come across several discussions about DIY survey tools and the impact on market research (MR) in the blogosphere. The MR community is worried that the online survey tools (such as LeadPro 24|7 Survey Builder) available either for free or with minimal monthly subscription fee is enabling the marketing personnel to shorten the route and go directly to the consumers.
There is an element of truth in this thought. The marketing staff feel liberated and hit the web with online surveys without waiting for inputs or directions from the market research department. Earlier days, they have to wait for the marketing research team to design the surveys, get the approvals, sponsor the software and go through several layers of reviews and approvals. This practice made sure that everything was well thought out and planned.
However, we cannot dispute the fact that the DIY survey and feedback tools have enabled millions of small businesses, independent marketers, schools, non-profits and institutions to perform market research at minimal cost and efforts at their level. Prior to the availability of these web based tools, these organizations had no resources or knowledge to conduct even basic market research.
With the mass usage of internet and social media, DIY tools act as great aids in the small business toolbox. Coupled with online videos, tutorials, knowledgebase articles and survey questionnaire templates, DIY surveys can be used in a much better manner and leveraged to elicit response from a wide variety of audience.
Various department and organizational unit within large corporate organizations can have access to the online survey tools, but they need not operate in isolation. Market research departments and MR agencies can help them use the tools efficiently and effectively. We can expect a lot of best practices in this area soon changing the role of MR advisors and consultants. I see the DIY survey tools as complementary to the market research resources.
