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COPYRIGHT 2003 Information Today, Inc.
Are you challenged by effectively communicating research results to clients and end-users? Do you find it difficult to effectively post-process and creatively package your findings while staying within budget parameters? Creating value-added deliverables has become a hot topic among many information professionals today, particularly those involved in serious research. The many variables and expectations can cause us to wonder: How do other researchers manage? What "tricks of the trade" do they use to deliver high-value research results after they've searched the Web and used traditional online sources?
Through detailed interviews, I surveyed the compilation and presentation strategies of expert researchers, both corporate librarians and independent information professionals, from the business, legal, patent, chemistry, and science and technology disciplines. Eighteen information professionals shared their insights and techniques about producing and delivering presentation packages. These help define best practice approaches.
Though not strictly a benchmark study, the information provided in this article can supply models for developing value-added deliverables. Many of the interviewees are on the cutting edge in their corporations and organizations or as independent information professionals. Some have built legacies in their disciplines. They carefully serve clients, who rightly dictate what they provide. This is as it should be, since providing services that satisfy the user is a key goal for information professionals. Some of the interviewees work for corporations known for best practice or best-in-class initiatives in many disciplines, not just information research. Implementation of value-added deliverables and the examples they supplied are a reflection of leading-edge activities.
DELIVER WHAT THE CLIENT WANTS
Requests for how to deliver the research findings are as varied as the queries. It's essential that the research information be presented in a format that is easy to interpret and utilize for key decision-making. Deliverables should be customized to the client's needs, which are identified during the reference interview. In addition to conducting a detailed reference interview, the interviewees recommend listening for clues of how the client is using the information. For example, if a client or end-user needs the research information for a presentation, summarize the findings into graphs or tables if the time and budget allow. Be very clear with the client what the deliverable is--there should be no surprises.
"The deliverable is the real key to client satisfaction," explains Josh Duberman, an expert chemical and patent researcher and partner of Pivotalinfo, LLC, in Bellevue, Washington. "It is the tangible evidence of your work. It's the test of the fit between what the client needs and what you provide, which is based on your understanding of those needs and your ability to fulfill them. The deliverable is the culmination of your skills in conducting the reference interview, negotiating, communicating, and, of course, doing the research."
In the corporate arena, research requests come informally by e-mail, telephone, or Post-it Note, and more formally through an intake form or in-person visit. Receiving a generic research request, or not knowing what the research results will be used for, can leave an information professional somewhat handicapped. Formal request worksheets can be created using a team or committee effort and sometimes must follow company guidelines. For many special librarians, their audience is focused, and research request forms can be tailored accordingly.
Ford Motor Company's Research Library & Information Services offers an online Search/Reference Request form accessible via the company's intranet. To request an online literature search, the requestor completes the form fields and the information is forwarded to the appropriate Ford Information Group librarian. (See figure on page 28.)
DELIVERABLE FORMATS
Some clients want to see an executive summary, overview, or report. Most of the independent professionals interviewed for this article provide an executive summary when a synthesis of the research is needed. Executive summaries present the salient research findings succinctly with bulleted key points using appropriate subheadings. The summaries are generally a few to several pages in length.
In addition to compiling an executive summary for her clientele, Pamela Wegmann,...
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