Being a better broker of knowledge: market research as currency
In a recent article for Greenbook, Geoff Lowe explores some of the parallels between being a broker and a market research professional.
In a recent article for Greenbook, Geoff Lowe explores some of the parallels between being a broker and a market research professional. In many ways, we are working as brokers of knowledge and information for our clients, and they rely on us to help them make decisions from this data. We must go beyond simply handing over findings at the end of a project, and instead create true partnerships—acting as good brokers—and guiding clients beyond the insights.
Bridging this gap can be a challenge and is different for every client relationship. Results must be customized for each stakeholder—the internal researcher will need different “currency” than the C-suite—and help move clients closer to their business goals. In his Greenbook article, Geoff outlines some of the things good “brokers of knowledge” can do to help show the genuine impact that our work can have.
From creating a firm groundwork from a project’s outset to building better client-agency relationships and from asking the right questions to choosing the right technology, we can start to create outputs that equip our clients with precisely what they need to meet goals.