Data, even though used interchangeably for insights, is different. Data is unprocessed facts that are gathered for a specific research requirement. Insights are conclusions drawn from data after analyzing it.
Even though marketing insights are key for data-driven decision-making, only 30% of marketers use them. This is primarily due to a double whammy of – agency dependency and slower TAT. Insights need to be – actionable, reliable, scalable and agile for marketers to use them effectively.
DIY (Do-It-Yourself) Research Platforms empower researchers and marketers by being- 1) Agile, 2) Easily Accessible, 3) Efficient, and 4) Easy to Use and 5)Single Source of Consumer Intelligence. They can be used for multiple use cases, including ad, script, media and concept testing, consumer behavior analysis, brand research and competitor analysis, without agency-driven delay and vague insights.
Let’s learn more about these agents of change in the insights world!
DIY Research Platforms
What are DIY Research Platforms?
DIY Research Platforms allow users to conduct consumer research by themselves instead of relying on a service or agency.
These self-serve platforms have a plethora of features, including-
- Ability to conduct quantitative and qualitative research tools like surveys, FGDs etc.
- Automated reports and easy data visualization for easy cross-collaboration and analysis
- Facial coding, eye tracking and Voice AI for reliable insights
- A/B Testing for comparative analysis
- Benchmarking and access to online panels
Who can use them: In-House Research Teams
DIY Research Platforms do not require tech-savviness. This allows research and marketing teams to conduct research easily and quickly. They help gather actionable insights about consumer choices, attitudes, opinions, behaviours etc.
With pin-point actionability, brands can determine what is working and what is not. This gives in-house teams the flexibility to spot opportunities, analyze the market shifts and make necessary adjustments.
Why Marketers Should Care
Driving growth requires marketers to have a ‘unifier’ mindset. You need to work collaboratively with other teams like research, sales, product innovation etc. But cross-collaboration is no child’s play; it can quickly make your market research slow and difficult.
DIY research platforms provide marketers with –
#Actionability to Insights
As a marketer, you want pinpoint directions, not a data explosion. With DIY research platforms, you get insights you can implement and not just data. This leads to faster decision-making and helps seize the identified opportunity.
#Research Scalability
DIY Research platforms allow in-house teams to conduct more projects at once. It does not have bandwidth issues and allows teams to focus on multiple things letting you scale your research without increasing turn-around-time.
#Faster Insights and Faster GTM
Data to insights take time when delivered by a research agency, usually 8-12 weeks. The analysis is mostly done manually by humans who work on more than one project at a time. With DIY research platforms, you don’t need to wait till bandwidth issues are solved to take one decision. Anyone can use the platform and conduct research with just access to the internet with minimal training.
#Single Source of Consumer Insights
If Marketers should have a unifier mindset, why shouldn’t research platforms? DIY research platforms act as a single source of truth for all your research needs. You can store, conduct and analyze insights all in one place. This removes the burden of choosing the right tool for each stage of your research journey and collating all the information.
#Better Understanding of Consumers
AI-powered DIY research platforms have facial coding, eye tracking and Voice AI capabilities. These technologies help tap into the subconscious mind of your consumers and move past surface-level unreliable insights.
Conclusion
DIY Research Platforms provide you with actionability, scalability and agility. It reduces the dependency on agencies and lets you take control of your research process. It allows you to make informed decisions and enhances cross-collaboration amongst teams.
While you may feel that research is not a marketer’s cup of tea, leveraging self-serve platforms can add credibility to your go-to-market strategy. While choosing the right DIY research platform, it is important to choose one which allows you flexibility and minimizes training time so that you can conduct research faster, better and more efficiently.
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