RESEARCH FOR KNOWLEDGE: Getting Past the Information
In today's world of information overload, are you able to distinguish
between people who provide information and those who provide
knowledge? Does your research help you make better decisions or just
contain a data dump of facts? Knowledge is going further to understand
why a particular piece of information is important and how to use that
information in your decision making. Good researchers excel at taking
basic information and applying it to a client's business in a way that
tells why that piece of information is important and what upcoming
decision(s) should be affected. Researchers should always focus most
of their time on "what it means" (knowledge) rather than "what it is"
(information). By doing so, researchers move beyond the basic vendor
relationship and create a mutually-beneficial consultative
relationship with clients. This white paper explores four ways to
your research partner is providing knowledge instead of information.
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