RESEARCH FOR KNOWLEDGE: Getting Past the Information

December 2009

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 identify if your research partner is providing knowledge instead of information.

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