Data quality in DIY research 

To answer this question, we first need to look at the specifics of DIY research. DIY stands for "Do it yourself" and means that companies conduct their own market research without the support of a professional service provider. The benefits are reduced costs and more flexible project delivery. However, there is often a lack of experience and resources to collect and analyse quality data. The reason for this is that the democratisation of market research is taking companies into an area in which they may have no experience and have not planned for the necessary resources to be available. But meaningful results and the right decisions can only be made with high quality data. Data quality is therefore a key issue in DIY market research. Fortunately, there are effective solutions available today.  

Better questions for better results 

A key element in data collection is the way questions are phrased. For example, unclear or suggestive questions can influence respondents' answers and lead to biased results. It is therefore important to ensure that questions are tailored to the target group and are free of bias or suggestive language. Another important consideration is whether to use closed or open-ended questions. Closed questions offer a limited number of possible answers and are therefore easier to interpret. Open-ended questions, on the other hand, give respondents complete freedom to express their thoughts and ideas. This can lead to new, unexpected insights. To get clear and accurate answers, it is particularly important to phrase open questions correctly. With closed questions, however, the most important thing is to have clear and appropriate answer choices. The sequence of questions is an additional factor that can affect the quality of the data. To avoid overwhelming or confusing respondents, it is important to arrange questions logically. To achieve a higher response rate, companies should ideally start with less sensitive questions. In addition, general assessments should always be carried out relatively early on. This ensures that responses are not too heavily influenced by certain detailed questions. Randomisation, i.e. asking questions in a random order, can also help to minimise order effects. Overall, careful questionnaire design is essential for high data quality. Unfortunately, few DIY providers offer to review questionnaires before they are actually administered to ensure that they are suitable for achieving the research objectives.  

Using modern technology to evaluate DIY data 

Another potential problem in DIY market research is how the data is analysed. Poor data analysis can lead to incorrect conclusions and unreliable results. While many DIY tools are now capable of performing basic quantitative analysis, dealing with open-ended responses often remains a challenge. To effectively and efficiently analyse this unstructured data, modern technology can help. Artificial intelligence and machine learning can quickly analyse large amounts of data and provide valuable insights into respondent behaviour and preferences. By using such tools, organisations can identify patterns and trends that might otherwise be missed. This enables them to gain valuable insights which are often lost in the traditional do-it-yourself approach to market research. 

A DIT approach: The path to successful DIY 

The so-called "Do it together" (DIT) approach is one way to ensure high data quality in DIY projects from the start. This approach takes full advantage of the DIY platforms, backed up by professional advice from the DIY provider. Of course, the aim is always to enable the customer to carry out the project successfully on their own in the future. In the mid-term, the support effort should be reduced to a minimum or limited to certain aspects that require intensive advice. In this way, the DIT approach should be seen as an evolutionary process towards a successful do-it-yourself approach. As a DIY provider, Netigate supports their clients with a full range of services through their Professional Services Team, from taking over individual project phases (e.g. questionnaire development or data analysis) to managing the entire project. 

DIY market research – but not without risks 

Overall, DIY market research offers many opportunities and possibilities to conduct market research efficiently and cost-effectively. However, the focus should always be on the quality of the data. Only then can meaningful results and informed decisions be achieved. To learn more about data quality and open-ended response analysis in DIY market research, attend the presentation "Efficient analysis of open-ended responses: How to gain valuable insights and save time with AI" on 16 May at 13:00. Yvonne Wolf from Netigate will show you how to get more out of your surveys with AI-based text analysis. 

Register now and learn how to make your DIY market research even more efficient.