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Mary Ellen Bates
Bates Information Services, Inc.
8494 Boulder Hills Dr.
Niwot, Colorado 80503 USA
Tel: 303.772.7095
Email: mbates@batesinfo.com
Skype: Mary.Ellen.Bates
Twitter: www.twitter.com/mebs
LinkedIn:
www.linkedin.com/in/maryellenbates
Bates Information Services, Inc.
8494 Boulder Hills Dr.
Niwot, Colorado 80503 USA
Tel: 303.772.7095
Email: mbates@batesinfo.com
Skype: Mary.Ellen.Bates
Twitter: www.twitter.com/mebs
LinkedIn:
www.linkedin.com/in/maryellenbates
- Call the source whose information came the closest to what you need – maybe the scientist who conducted the study, the journalist who wrote the article, or the association that conducted the survey.
- Mention why you are calling him (“Your article was just in the area I’m researching…”) and what your needs are (“I wondered if you know what’s going on in this particular town within the region?”). Ask him if he has the information you need, or who else he thinks might be able to help. Often the numbers you want are in the raw data; I’ve had people willing to rerun their data to provide me with just the subset I need. Many facts don’t make it into the article, but the reporter has them at her fingertips.
- (TIP: With reporters, always ask first if they’re on deadline—it’s only polite, and they may be so pleased that you asked that they’ll give you a few extra minutes of their time, or provide a time when you can call back.)
Resolve the conflicts. Great...you've got information—too much, in fact!—and none of the sources agree. Experts contradict each other and figures don’t mesh.
You’ve searched high and low—every database known to man, the deep web, grey literature, social networking sites, you name it, and the answer isn’t there. Or the whole answer, or the up-to-date answer, or the nuances you’d really like to find to provide that bit of richness that adds unique value. We’ve all been there, done that, and got the t-shirt that read “Projects I Wasn’t Completely Satisfied With”. When I have that nagging feeling that online didn’t give me all I needed, I often turn to the phone. And you can too.
Especially in today’s economic and business climate, when all reports and conclusions from 2008 may no longer apply, the phone can be your lifeline—or information line—to the specific answers your clients need. The following are a few examples where picking up the phone changed that t-shirt to “Nailed it! – Client Delighted”.
This month's InfoTip comes from Risa Sacks, telephone researcher extraordinaire and owner of Risa Sacks Information Services. Risa provides primary research services and consulting to researchers, research departments and businesses. You can contact her at +1 508 852 8686 or risa@RisaSacks.com
"I need the latest reports, figures, or projections. I have the most recent report, but that’s from 2008, and the world has imploded since then."
- Call the authors of the report, the analysts following the company, the editors of the trade journal, or speakers at the major conference. Tell them you're calling them because they are top experts in this area, and while no one really knows what’s going on, if anyone has a good idea, it’s them!
- (TIP: If you bought a report, or actually heard a presentation, use that for all it’s worth. “I read your excellent report…”)
- They may provide you with a more up-to-date article, PowerPoint presentation, editorial, etc. – even one that’s only in draft version. They may also be willing to spend time providing you with their own best insights on the current conditions / issues and their best predictions on what will happen and why.
You need to hit the bulls-eye. You find information that was somewhat close, but you still couldn't find the exact answer to your specific question. For example, you find figures for an aggregate of 20 crops, but you need information on two individual crops.
- Call the incongruent sources and ask them how they reached their conclusions. Ask them directly about the conflicting information or views of others. Why do they think the differences exist? Call the acknowledged gurus on the topic to see how each of the other 'experts' are viewed in their field.
- (TIP: The expert you're talking to at any moment is, in your view, the definitive source—you're just trying to understand the misconceptions of others...)
Get the nuances. You have the facts and figures, but no 'soft' information to help you understand how people feel about this. Are they enthusiastic, cautious, panicked?
- Call the people quoted in articles or interviewed in broadcasts, the members of the associations, even consumers. Tell them you really are interested in their opinions, how they feel, and how they think others feel.
- You’ll get information from what they are willing to say, what they are not willing to say, and even their tone of voice.L
- (TIP: Offer anonymity if you can – people may be willing to speak more freely if they know nothing they say is for attribution. And if you promise anonymity, follow through and protect their identities.)
February 2009
by Mary Ellen Bates
Bates Information Services
Bates Information Services
When Online Isn't Enough