The use of online websites for 'do it yourself' research has created a lot of debate - even panic - in research media. In fact, there is no actual feedback from clients or agencies to help us understand the changes happening now and determine the response of the research industry. This research paper reviews the impact that DIY is having on our industry and addresses what researchers should be doing about it. DIY research is here to stay. But does DIY have to mean 'bad' research? Is it a trend that both non-researchers and researchers can embrace?