Since we announced the launch of GutCheck last year, I have seen a fairly regular flow of those claiming to provide do-it-yourself capabilities around online qualitative research.

I think they have missed the point. DIY is a pretty simple concept.

The first key requirement is the ability to DO IT YOURSELF.
So what does that mean? To us that means being able to set up and execute a project all by your yourself. Crazy concept, I know. It is NOT entering some recruitment information, and then having someone call you back to let you know the project feasibility and when it will field (for completion). DIY qualitative research online is entering your recruitment information, and then the application delivers a research participant back to you when you are ready for them. After that, you interview the participant, not a fancy overpriced stand in who knows a fraction of what you know about your business. And lastly, you look at and interpret the results, because you are the one who is going to live with the decision generated from the analysis. That is it…start to finish you are in control.

The second key requirement is that you don’t need to go through an approval process to get it done.
Marketing managers and agency folks need insights right now, not after the rigamoral of some extended approval process for a new research project. That means the entire project can be accomplished for well less than $1,000, and can be put on a company credit card or a even a personal credit card without needing to ask all the muckety mucks if it is OK.

While there are some other intriguing online solutions out there. We know of no other DIY online qualitative solution that meets the requirements above except for GutCheck.

Let us know what DIY online qualitative research means to you, and if we are missing something.