Curb Their Enthusiasm
Posted by Vovici Blog on Wed, Feb 16, 2011
Most of the comments I read about Do-It-Yourself research within organizations are profoundly negative. “They’re wasting their time.” “Garbage In, Garbage Out.” “You can’t blame us for those findings.”
No matter how much you scold, no matter how much you try to stamp out DIY, others are going to conduct their own market research sometimes. Rather than trying to curb their enthusiasm by demeaning their efforts, look at the positives.
Your coworkers understand the need for research. They have questions they want answered so much that they are willing to ask those questions themselves.
They are willing to do some work. Your colleagues are investing their scarce time to do, of all things, market research.
They’re learning. Whether they are figuring out a new software tool or discovering where to find data within your organization, they are leaving their comfort zone and learning new things.
These are all positives. Yes, most Do-It-Yourselfers need a lot of help to do quality research. They don’t understand what they’re doing wrong. They’re oversimplifying the task. They’re creating questionnaires that can’t produce the reports they need.
Help them. With a little guidance, you can make your coworkers much more effective. You’ll create allies within the organization, create excitement for market research and contribute to your organization’s success.
No, this is not the traditional model for how research gets done. Yes, you have 101 other things to do. Most market research departments are significantly understaffed given the size of firms that they support. But mentoring coworkers can produce the biggest multiplier. Do It Yourself research doesn’t have to be Do It Alone.