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emerson consulting group, inc.
box 41
concord ma 01742
(978) 371-0442
(413) 521-0013 fax
By Michael K. Norris
Most successful consultants understand the value of original research, they just don't have the time or inclination to get started on it.
Some have wondered how effective an original piece of research on an industry trend would look on their tri-fold brochure and website. Maybe you want to take it a few steps further and create your own research report to sell as a product. If you're still skeptical on whether you should embark on an endeavor to get original research, consider the following:
Long-Term Value Part of the reason a lot of consultants don't conduct original research is the amount of time and money involved up front. Even if you're just trying to find out "a couple of things," it can be as challenging as any consulting engagement without the benefit of being paid at its completion. However, conducting original research will pay dividends for several months or more down the line. Though the life expectancy of information - especially data on industry trends - is relatively short, the attention it gets while its fresh is priceless.
No One Else Has It Original research runs parallel to thought leadership initiatives, but when interacting with clients, the value goes up a notch. For example, if you're a consultant with a narrow, clearly defined niche, and you (and only you) possess hard data about some aspect of that niche, chances are a potential client will remember it in a conversation, presentation or proposal. Though your referrals may already tell a potential client that you know what you're talking about, original research drives the point even further. And since so few consultants conduct original research of their own, your proposal is sure to stand out in the stack.
The Research is Yours Once you've amassed data, the possibilities for displaying and distributing it are truly endless. You can put a piece of information right on the front of your brochure or website. You can pull the data into a white paper, an article for a trade magazine, use it in a client presentation, or do all that and more. Of course, if you leverage original research too much - i.e., if an oft-quoted factoid on your brochure is given the spotlight in a five-figure client engagement - the power and impact can become diluted. If you've conducted a research project that has gathered a lot of information, the key is to assign value to what you've discovered - and make the most valuable pieces of available only to strong prospects and clients.
Before you start conducting research or hire someone to do so, you absolutely must have clear objectives, and have answers to the following questions:
- What do you want to know?
- What do you want to ask?
- Where do you want to look to get the answers?
If you have sharp answers to all three of these, now is the time to get started on efforts that only the top consultants engage in.
To learn how we can help you get the original research you need, Contact Us today.