Information Management Best Practices: Going Analytic

As end users become more independent about searching for information, information managers who traditionally did that searching for them are looking for a new raison d'etre. Some are moving up the value chain by providing hard-hitting analysis to enhance their research service. This creates challenges in terms of staff development, re-educating and setting expectations in the market, and process redesign. This Briefing looks at the challenges of 'going analytic' and suggests strategies for information managers who are moving in this direction. Based on Outsell data on end-user attitudes and habits, survey responses from information managers, and our Information Management Best Practices Database, the Briefing outlines a path for transforming a function from secondary research to value-added analysis. It includes Outsell models for research and analysis processes and a content creation framework that give structure and consistency to an analytical offering. Key to the process is identifying the skills and characteristics that make good analysts. The Briefing concludes with five imperatives for information managers who want to transform their organizations into analytical roles.