Now jump on over to the DIY trend in marketing research. For this we can credit a multitude of online survey tools, the emergence and rapid growth of social media, and the easy access to technology that ties it all together. And like the DIY method for home repair, DIY research is an acceptable option when the objectives are simple and uncluttered, and when budgets and time constraints are tight.

There has been much debate over DIY research. Some say it is not “real” research. I say that sometimes it can fall into a gray area, depending on how it is handled and executed, but sometimes gray area research is better than taking a completely blind leap of faith.

The caveat for DIY research is that just because the tools are available, it does not have to be taken on alone. It is always best to consult a professional marketing researcher for a review of the questions and methods, screening, and even on how to interpret the response. There are many nuances that can come into play. The way a question is worded can completely change the meaning or perception. Sometimes responses need to be understood in context – looking for what a respondent means beyond what was said.

Remember, DIY means “do it yourself” not “do it alone”. It is not an all or nothing proposition. After all, Home depot has its experts on call for you as well.

Qualitative researchers are often referred to as “moderators” and yet that does not, or at least it should not, define our role. Some companies view the researchers they hire as a “tool” – a means to an end. You might hear, “We need to conduct focus groups. Find a moderator.” Then the specifications are set, the participants are recruited, and the discussions completed. A report is provided and…silence – until the next time they need a moderator.

When companies employ a full and experienced marketing research department, they often view an independent moderator as simply a tool they use to extract information objectively. I’ve worked for many clients who just need a moderator, and I will certainly continue to do work as a moderator – happy to do so when that is what is required. Still, given the opportunity, a qualitative research consultant can do so much more.

I’m a firm believer in truly partnering with clients to not only execute the research, but rather to engage in and understand the context of their industry, the business environment, their challenges and their opportunities. A research consultant can become an integral part of the team on an on-going basis.

I can accept that there is a segment of the industry that believes independent researchers should remain “at arm’s length” – the thought being that getting too close to the product or concept, knowing too much about the ins and outs, can impact a consultant’s ability to remain objective. Yet I know that no matter what I know or don’t know, it is my job to remain objective in the discussions with consumers and to impart to my clients the findings of the research. An experienced consultant will be able to turn that switch on and off, forgetting what they know when in the room with participants, exploring every productive avenue, and yet recalling the context of the business in the summary and analysis. My belief is that this leads to more relevant and actionable insights.

Building on the relationship with the client team, I have been invited to meet my client’s vendors, sharing consumer insights first-hand to assist them in providing better solutions. I have collaborated with my client teams to present collective research findings and “next steps” to various business units within the company. I have also conducted workshops on research methods noting that the findings often carry more weight when the stakeholders are able to better understand the process.

Whomever it is you select to assist with your research needs, know that you can tap into your qualitative consultants as true business partners. Involve and engage for added value.