1. Do-It-Yourself Research
Karen Brokaw
Sr. VP Media & Promotions
Ayres Kahler

2. Do-It-Yourself Research
What are we talking about?
It’s about getting answers to your questions without spending a lot of money.
It’s about testing an idea or a concept.
It’s about adding layers to complex research projects.
It’s about learning about satisfaction or awareness.

3. Agenda for today Hire a research firm vs. Do-It-Yourself
How to do-it-yourself
Short surveys
One on One interviews
Focus Groups/Round table
Add layers to paid research projects
Simple “Do’s and Don’ts”

4. Do-It-Yourself Research
Research Firm vs. Do-It-Yourself
Large numbers Small numbers
Complex questions Simple questions
Outsider view Internal
Reliable statistics Overview

5. Do-It-Yourself Research
How do you know
What do we need to learn?
How many people do we need to survey?
Are the questions simple and short?
Can the answers be found in a survey, interview or a discussion?

6. How to Do-It-Yourself Short surveys
Can questions be added to an entry form or other business forms?
Demographic questions
Awareness questions
Media questions
What services do you use
Satisfaction

7. How to Do-It-Yourself Survey results are collected
Entered into a simple database program
Example: Microsoft Works or Excel
Compile your results into simple reports per question
Report your results as “of those surveyed...”

8. How to Do-It-Yourself Short Surveys
Can be conducted as intercepts instead of written surveys
Is there a location where you can find your target audience? (shopping mall, coffee shop, community event)
Survey is administered one to one, the interviewer fills out the survey

9. How to Do-It-Yourself One on One Interviews
Telephone interviews to gain more insight
If you want to better define a target audience
Ask the why questions
Qualitative info, not Quantative
Leave the Quantative telephone surveys to the research pro’s

10. How to Do-It-Yourself One on One Interviews Reported in story form
Report on each interview in a summary paragraph
Summarize the information into an executive summary
This is a good way to put a face on the target audience

11. How to Do-It-Yourself Focus groups vs. Round Table discussions
True focus group should be conducted by a research professional
Modified focus group can be conducted by you if….

12. Modified Focus Groups If…
You have a moderator who can lead a discussion without contributing
You want to gather impressions about a service or a product
Very important to remember to present this information as results from those who participated

13. Round table discussions
Board members
Employees
Management
Selected clients, customers, members
Conduct meeting with an agenda
Give participants the topic in advance

14. Round table discussion
You can use a sticky note exercise
Simple questions
Ranking of ideas or names
Give each participant sticky note pads
Moderator puts sticky notes on a board
Reviews the answers, generates conversation
Good way to determine important attributes
Or choose favorite ideas or names

15. Round table discussion
Management or board members can be called upon to conduct an “Ideal exercise.”
Throw out all the constraints and budget issues …
What would we do if we could…
Helps define your vision

16. Round table discussion
Someone needs to take good notes
Or video tape the discussion
Prepare a written report that summarizes the discussion

17. Adding layers to Research
Say you have hired a research firm to conduct a quantitative research on your target market
You may want add other layers to the project
Employees or Staff
Referring Individuals
Secret shopping exercise
Or a visual branding exercise

18. Adding layers to Research
For example:
Quantitative Research – Consumers
Written Employee/Staff Survey
They are the face of your brand, it is important to understand what they think
Management/Board Member Round table

19. Adding layers to Research
The additional research adds dimension to the results
Need to ask similar questions
Need to use the same words, if you are testing attributes
Results can be compared to the more robust quantitative research
Each layer should have its own report
Complete project - executive summary

20. Do’s and Don’ts Keep your questions simple
Do not write leading questions
Make them measurable
Limit free response questions
Ranking attributes
Keep words consistent between studies
Keep surveys or interviews short

21. Do’s and Don’ts
Report results with phrases like “.. of those surveyed.”
If you are surveying employees or members, be sure to identify the percent of respondents.
Look for opportunities to survey your target audience

22. Do-It-Yourself Research
Marketers must continually seek out new research techniques to find fresh answers to old questions. Much can be gained by simply going out and talking to people.
Think about how you can get answers to your questions.