In the olden days – and by “olden” I mean the last century – it was expensive to conduct market research. Even if you only asked a single question you were generally looking at spending at least $1,500. Today, you can ask a single question, and get a heap of profiling data, for around $100. And, you get your results much faster.
To get a feeling for how this works in practice, I road-tested a couple of the new super-cheap services: Toluna QuickSurveys and Google Consumer Surveys. I tested Google because it is the new kid on the black, doing things completely differently to everybody else. There was no particular science behind my choice of Toluna and I suspect I would have had broadly similar experiences if using any one of the other “traditional” DIY market research services. [Read more…]