Why your market research tech stack might be costing you

By - Z Johnson
07.04.25 08:29 PM

The hidden costs of research technology

There is so much promise to technology, isn't there? It's supposed to make our lives better by making our jobs easier, or was it faster? Cheaper? All of the above?


So why is it that, despite investing in research technology solutions that can draft your surveys, automatically collect and analyze data, generate reports, and let your stakeholders access dashboards within minutes, your team seems to be spending more time on projects and feeling less productive than before?


With so many tools available, it's easy to end up with overlapping solutions, underused licenses, untouched features, or even tools that just don't fit your team's needs. Let's take a look at some of these hidden costs of research technology.


The Financial Cost


At a previous company, during a tech audit for the market research team, I sent a poll to the team asking how many people actively used a specialized analytic tool. This tool took up a large portion of our budget compared to other tools in our tech stack. We had been paying for 10 seats, with about four times that many staff swapping in and out of those seats over time.

As it turned out, just one person regularly used the tool for analyzing survey data. The rest primarily used it to open vendor files! By reducing the seats to three - two for occasional use, and one for the active user - we significantly cut costs without impacting productivity.

I've also seen hidden costs balloon when a tool doesn't fit the company's needs. This misalignment results in extra work and inefficiency. Even tools that are a partial fit create hidden costs, requiring manual workarounds to fill in the rest of what the tool can't do.

Then, there's overlap. It's not uncommon to end up with multiple tools that do the same thing and not realize it. For example, during a pilot phase with a new vendor, the pilot project used may become the only type of project run on that platform. If the tool's other strengths go unnoticed, companies end up buying other tools, ending with redundancies and unnecessary expenses.

The Training and Adoption Cost


Training time is a commonly overlooked cost for research technology. It's not just about learning the technical how-to of the platform; it's also about understanding how to incorporate it into existing workflows. This cost isn't limited to users alone.

Who needs training?
  • The Users. They need to learn not only how to operate the tool, but also how to select the right projects for it, understand its limitations, and manage any new requirements.
  • The Stakeholders. If the tool's outputs look different from what stakeholders are used to, they'll need reassurance that the data and methodology is reliable. They might also need training to interpret and use the new formats.
  • The User's Peers. If the tool's outputs are inputs for other team members' work, those peers will need training on the new file types, formats, or processes to minimize workflow interruptions.

Training costs go beyond the sessions themselves. There’s a learning curve, and during this time, workflows often slow down, frustrating teams who were promised faster, easier processes. Managing these expectations is key to ensuring adoption and long-term satisfaction with the tool.


Finally, there’s the cost of adapting processes. New tools often require changes to existing workflows, roles, and expectations. Without careful planning and communication, these adjustments can lead to resistance and low adoption rates. A step-by-step process review that includes IT requirements and quality control steps will reduce confusion and address concerns your team may have about the new tool.


The Solve


A tech audit is a powerful first step in addressing these challenges. Starting with your team's research needs and mapping your current tools to those needs can:
  • identify unused licenses and eliminate waste
  • discover underutilized features that could unlock value
  • highlight poor alignment between tools and team requirements
  • pinpoint training gaps that need to be addressed.

Engaging your team in this audit process is crucial. Ask them to share what's working and what isn't. If they're avoiding tools, dig into why that might be. Their input provides valuable context for optimizing your tech stack.

By taking these steps,  you can streamline your research technology, boost team productivity, and reduce both visible and hidden costs. The result? A tech stack that works as hard as your team does.

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Z Johnson

Z Johnson

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