Question 1

What are the risks of DIY growth outpacing governance and quality gates?

Accepted Answer

If do-it-yourself research grows faster than your governance and quality controls, you risk bad data and inconsistent methods slipping into decisions. Without proper oversight, different teams might launch surveys or analyze data in conflicting ways - leading to unreliable results or one department acting on findings that aren't up to standard. There's also a compliance risk: for instance, a well-meaning employee might collect customer data via a DIY tool but violate privacy policies because no one vetted the process. Quality gates like methodological reviews, approval workflows, and data validation checks exist for a reason; when DIY usage outpaces these safeguards, errors and biases can scale up quickly across the organization. In short, the convenience of unfettered DIY can backfire, resulting in decision-makers losing trust in insights (or worse, making flawed choices), so it's crucial to extend governance practices as DIY capabilities expand.

Question 2

Does self-serve mean stakeholders won't need research teams anymore?

Accepted Answer

No — self-serve research tools don't spell the end of research teams. They let stakeholders handle straightforward queries, but expert researchers are still needed for robust methodology and deep insights. Platforms for DIY surveys or data dashboards empower non-researchers to get quick answers, but complex projects and nuanced interpretation require a professional touch. Research teams ensure surveys are well-designed (avoiding leading questions or sampling bias) and that results are correctly understood in context, something a drag-and-drop tool can't guarantee on its own. In fact, self-serve tools often shift the researcher's role rather than eliminate it: the team can spend less time on routine data pulls and more time providing guidance, advanced analysis, and strategic recommendations. Stakeholders may initiate more on their own, but they still rely on research experts to validate approaches and synthesize findings into meaningful direction. So self-service makes research more collaborative and efficient, not redundant.

Question 3

What situations call for location-triggered mobile surveys?

Accepted Answer

Location-triggered mobile surveys--those that send a questionnaire to someone's phone when they enter or exit a specific place--are ideal when you need in-the-moment feedback tied to a location. For example, to get feedback on a retail store visit or an event experience, you can geofence the venue and push a survey as soon as someone leaves, while the memory is fresh. The general rule is to deploy these when timing is critical--if you waited even a day, details would fade or responses might be less accurate. Just ensure participants have opted in to location tracking and are likely to notice the survey on their phone at that moment. In the right scenario, a location-triggered prompt yields high-quality, immediate data that would be hard to capture after the fact.

Question 4

What's a clean plan to test parental controls and restrictions?

Accepted Answer

Testing parental controls requires a structured approach involving both parent and child perspectives. First, define clear objectives-like confirming the controls actually block what they should and that parents find the setup intuitive. Then recruit real families or representative users to try it: have parents configure the controls and observe children's attempts to bypass them in a safe setting. This reveals whether kids can find workarounds and how well the system handles real-world use. It's important to test multiple scenarios (different devices, content types, time limits) to ensure the controls work consistently. Collect feedback from parents on usability (could they set rules and understand alerts?) and from children on any frustrations or loopholes they discovered. By analyzing both the behavioral results (did the restrictions hold up?) and user feedback, you get a full picture of how well the parental controls perform and what to improve.

Question 5

How should we test pricing with AI agents before conjoint with people?

Accepted Answer

Before investing in a full conjoint survey with real people, you can run preliminary pricing experiments using AI-driven agents that simulate consumer behavior. These AI agents — trained on past purchase data or decision rules — can quickly explore how virtual shoppers might respond to various price points or bundles. By observing these simulations, you identify promising pricing options and eliminate clearly suboptimal ones. The key is to calibrate your AI models carefully: ensure the agent's preferences or elasticities reflect reality so the insights are meaningful. For example, you might simulate thousands of purchase decisions with an AI model to find the price point where demand drops off, then focus your human conjoint questions around that critical range. Once the AI testing narrows down the field, validate those pricing scenarios with a conjoint study among actual customers to confirm the AI's predictions hold true.

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Market Research FAQs with Expert Insights

What are the risks of DIY growth outpacing governance and quality gates?

Does self-serve mean stakeholders won't need research teams anymore?

What situations call for location-triggered mobile surveys?

What's a clean plan to test parental controls and restrictions?

How should we test pricing with AI agents before conjoint with people?