Does public data really have value for your company, if anyone can get it?

Shouldn’t you skip right to your own custom survey? We’re always happy at PANOPTIKA to help you with custom research, but there’s really more to it than that. Even if you’re working in an industry like health, technology, or science (where we do some of our best work), where sometimes there isn’t much data, there’s always some. If you’re a new analyst in one of these industries, or you’re just getting into research for the first time (sometimes, until you start to scale, it’s easier and more informative just to ask the questions yourself), start with free or nearly free. Those public data sets get a lot of use – they’re the workhorses of the quadrant we call “the light”.  The answers there are available to anyone – and that  doesn’t mean they don’t provide you with any value or advantage.
Public data sets or  their slightly more expensive cousins, syndicated data, (which is not public, but is available to purchase by anyone who can pay), are a great foundation. They let you get the “lay of the land”. In “The Light”, you’re setting yourself up for deeper questions, making sure you don’t waste time and money on custom projects, if the information is already out there. Doing a good audit of the data you already have in house is where you can start to use data in ways that others can’t. Think sales data, observational research where you see how customers use your products (or the competition’s), and interviewing everyone in your organization who interacts with your customer or prospect. Where an outside consultant can help, is by assisting you in shaping the questions that you’ll use as you move to what we call “The Shades” – positioning or perception research is a good example. It can help you see where customers put everyone – not only you and your product or service, but your competition. And it can help you get ready to develop insights that are only known to you and your team. Not sure where to start with something like that? We’re always happy to jump on a discovery call. You tell us your questions, and we’ll work with you to lay out a plan to get the answers you need.
We’re Megann and Steve Willson, and we’re the partners at PANOPTIKA. We work with B2B businesses to help you get the answers you need, and to make better business decisions. You can also follow us on LinkedIn, on Twitter, or to get insights and ideas delivered right to your inbox, click the handy button, below.