Efficiency is key to market research. The many changes over the years (e.g. online), are the result of technology driving efficiency. This has enabled users to conduct faster and cheaper research. We are now observing, what we believe to be, the most significant transition towards in-house Do-It-Yourself (DIY) market research. There has been a steady adoption of these tools over the past few years which is starting to shape our industry. Survey Monkey was one of the original