Google’s DIY research Tool, Google Consumer Surveys (#gsurveys), makes it possible to find extremely rare populations affordably. In the example below, the DIY researcher is looking for horse owners, about a 4 percent incidence. If you answer the “hub” question (outlined in red) with either of the 2 “yes” answers, you get one of the 4 “spoke” questions (outlined in purple). As always: no one respondent sees more than one “hub” and one “spoke” question. That means it’s impossible for the DIY researcher to crosstab Purina buyers with those who buy the brand their veterinarian recommends, the promise for affordable, low-incidence population research is still real for users of the hub-spoke question style. The survey below costs $1,000 for 500 horse owners, or $2,000 for 1,000 horse owners — 50 cents a horse. That is an exceptional research value, assuming the survey is constructed and conducted properly.

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