The Pros and Cons of DIY Research
Online research software and other industry advancements have made DIY research possible — but that’s not reason enough for a client-side researcher to take on a project himself. Sure, cutting out the research firm could save you some money, but at a potentially steep cost.
That’s why it’s important to weigh the advantages and disadvantages of DIY research before starting a project. We talked to Paul Ponsford, market research analyst at Delta Faucet Company, who has years of experience as a client-side (and DIY) researcher. Here he explains the pros and cons of DIY research:
Pros of DIY Research
Closeness to the customer: Ponsford outsources about 80 percent of Delta’s research projects to dedicated research firms, but there’s one he and his team take on themselves year after year — the annual voice of the customer survey. “With that project, we want to be right there with the customer interacting with them,” Ponsford explains, adding that you can lose that intimacy when you outsource a project.
Knowledge of the industry: A research firm may be more knowledgeable about research methodologies, but it’s safe to say you know more about your company and industry than a research firm would. This is an important factor for Ponsford because a Delta faucet is considered a durable good, not a CPG. “A lot of [research firms] have that CPG mentality,” he says. “But ours is such a low-interest category, so that learning curve can be very difficult.”
Control over the direction: In the same way that being close to the customer is important, control over the research also should be a consideration. With DIY research, “we have more control over exactly what’s going on,” Ponsford says. “If we want to change the direction of the discussion based on the feedback we’re getting, we can do that easily.”
Better understanding of the findings: One of the benefits to DIY research is the depth of understanding you can gain from being heavily involved in all aspects of the research project. “If we’re the ones running through all of the data, that will help us become better experts in our business,” Ponsford says.
Cost savings: Even though this is an advantage, Ponsford cautions not to make cost savings the main reason for doing your own research. The primary determining factors should be making sure you have the resources and knowledge necessary to carry out your own research.
Cons of DIY Research
Potential bias: Being close to the customer and having an intimate knowledge of your company is great, but this can also lead to bias — something you probably don’t want in your research. If bias is a concern — whether real or perceived — consider outsourcing your research to a dedicated firm. Otherwise, your results may be tainted — or your company’s executives’ views of your results may be tainted. Either means you’ve wasted your time.
Ponsford says client-side researchers can have too much knowledge of their industry, which can also affect research design and results. “Sometimes I say I’m just going to do it myself because I’m taking so much time educating the [research firm],” he says. “But it’s true that you can know too much about the industry. Knowledge of the industry is a strength, for sure, but any strength carried too far can be a weakness.”
Time commitment: DIY research is a major time commitment. Unless you have a big enough staff (or a boss who understands the importance of your committing time and effort into a single research project), DIY research may not be the best choice for you.
Lack of knowledge of methodology: You may know a lot about the company and your customers, but what do you know about focus groups or online journaling? When he lacks the experience, Ponsford relies on research firms that specialize in the methodologies he needs to use. “Rather than us trying to figure out how to do it, we want to rely on their expertise,” he says.
