There's no "DIY" in Audience Analysis

Three Reasons Why You Need an Independent Market Research Consultant

The process of gathering data from your audience and turning that data into actionable insights to achieve your desired results is part art, part science, and 100% worthy of a specialist's focus. Here are just a few of the many reasons why research and analysis are not places to cut corners in favor of doing it yourself.

1. When Objectivity Matters, You Can't Escape Your Unconscious Biases

It is extremely difficult — if not impossible — to leave our own opinions and beliefs at the door when it comes to topics we're passionate about. These common cognitive biases can get in the way without you even realizing it:

• Confirmation bias: The innate human tendency to pay more attention to information that confirms our existing beliefs. Using an outside researcher eliminates this issue since your third-party isn't emotionally invested the same way you are.
• Availability heuristic: Our brains naturally give greater weight to things that are more "available" — such as a survey answer seen more recently or more frequently — even if it's not actually more prevalent.
• Clustering illusion: People are likely to see patterns all over the place, even where none exist. A professional researcher knows how to quantify data and interpret it while accounting for the sometimes-false perception of patterns.

2. Knowing Which Questions to Ask is Half the Battle

Your responses and end results will only be as good as the questions you asked. By not asking the right questions, you could be missing out on the real issues you need to address. An independent consulting firm brings experience in both which questions are necessary to drill down into the root of your inquiry and how to ask those questions in a way that requires the respondent to provide details and examples.

3. Objective Third Parties Instill Trust and Foster Honest Feedback

One large disadvantage to conducting your own market research is the perception that customers, prospects, buyers, or employees may suffer negative consequences for their responses. Even if you assure respondents their answers will not be connected to their identity, public trust in true anonymity is understandably low. This is especially important when gathering qualitative data by speaking directly with your stakeholders. When you want to create an atmosphere that encourages your participants to be painfully honest, it's vital to contract with an outside professional.