As technology evolves, it’s reshaping how companies approach qualitative research. In the past, small teams, limited resources and the time-intensive nature of qualitative work led most organizations to rely heavily on agencies. Managing unstructured data, coordinating participants and extracting deep insights required more time and effort than many teams could sustain internally.
Now, intuitive platforms, enhanced functionality and AI are breaking down the traditional barriers that made DIY research feel out of reach. Even teams without deep qualitative expertise can move faster, dive deeper and conduct more research in-house—while maintaining control over timelines and budgets.
We realize adopting a DIY approach to qualitative research isn’t always seamless. New technologies and processes take time to integrate. It’s crucial for companies to have the right support to ensure success and make the most of what's available.
At Recollective, we’ve spent over 14 years helping organizations evolve their approach to qualitative research. We’ve seen this shift firsthand and understand where the biggest challenges show up. Here are three common challenges—and how we can help teams overcome them.
1. Knowing Where to Start
Even if you're excited and ready to take the leap to bring qualitative research in-house, knowing where to start is key to ensuring a smooth and successful transition. Most brands aren’t looking to cut ties with their agency partners completely—they’re looking for more control, more speed and the ability to choose when to DIY and when to lean on external support.
A hybrid approach is often the smartest move. It gives internal teams a chance to build confidence, understand the process and prove value without losing the safety net of their external partners. Finding that balance isn’t always easy. Teams need clarity around what makes sense to do internally, when it’s time to bring in help and how to build up that internal capacity over time.
2. Finding the Right Technology
While some platforms boast flexibility, they often lack the guidance and support needed to actually make the most of it. Instead of feeling empowered, you can often find yourself bogged down in clunky interfaces, buried features and workflows that weren’t designed with researchers in mind. What should be a simple task—like launching a study or analyzing results—can quickly turn into a time-consuming process.
3. Getting Stakeholders on Board
Rolling out a new research platform is one thing. Getting stakeholders across your organization to actually use it—and use it well—is the real challenge. Internal adoption doesn’t happen as a result of choosing the right tool, it happens when people feel confident, supported and see how the platform makes their day-to-day workflow better.
Not every stakeholder is a trained researcher. Without a clear onboarding strategy, internal champions, and accessible support, even the best-intentioned rollout can stall before it ever gains momentum.
Tips for DIY Research Success
Bringing research in-house can offer more control and faster insights—but it requires the right approach. Here’s how to succeed:
Choose the Right Platform
Pick a tool that offers more than just features—look for research expertise, ongoing support and a true understanding of your needs.
Start Small
Begin with lower-stakes projects to build confidence and momentum before scaling up.
Set Clear Expectations
Align with stakeholders on timelines and expected outcomes to avoid misunderstandings.
Iterate and Improve
Use each project as a chance to refine your process and learn what works.
Collaborate Thoughtfully
DIY doesn’t mean doing it alone—use your external partners and internal teams when needed.
Bringing qualitative research in-house can lead to faster insights, stronger collaboration and more control over your strategy. It’s not without its challenges, but with the right tools and support, it can be a game-changer.
At Recollective, we’re here to help you make the shift smoothly and confidently. Want to see what it looks like in action? Book a Demo.
Check out our Microsoft case study to learn how they made the transition—or get in touch to find out how we can support your team.
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