“Fast, good, or cheap. Pick two.”
One of my favorite business truisms. BUT. Sometimes you just need to make it happen, and really don’t have time, money or frankly the need to get top-quality stuff. I get it.
So, here are my top 3 tips for DIY research – when you need insights in a pinch.
1. Don’t be shy, do qual on the fly. Take advantage of life’s coincidences and talk to people you see doing something relevant to your work. The woman next to you considering shampoo at the drugstore. The young dad pulling up an app on his phone for his toddler on the bus. Little opportunities to ask “why?” are everywhere. And don’t forget listening is with your ears and your eyes. Body language and facial expressions often tell half the story.
2. Reach out. From business groups and book clubs, to PTA and soccer leagues, everyone belongs to multiple networks of consumers. And because of a shared interest, geography or mission these groups are pre-qualified experts in something. When that something aligns with your goals, bingo! An informal pulse with 10+ of the right people is valid. Keep your question succinct and consistent – no survey tools required.
3. Read up. It’s likely someone’s already done the work for you and written about it. Get your hands on those industry studies, white papers, annual reports and journal articles. Most major consultancies and agencies let you download papers for free if you give them your email, or head to your local library for unfettered access to many gated sources.
Ready to take the next step and get some help? Drop me a line.