The most critical asset in any business is what its people know. The effective use of knowledge plays a significant role in business success. Solid background research will help get your project off to a focused start. Sound knowledge of what your competitors are doing will assist you in developing a unique offering. Feedback about a new initiative can help shape your strategic direction.

Most of us start our search for information with an internet search. Search engines are convenient for finding simple information at great speed. They are easy to use and have smart algorithms to give answers in seconds.

Despite Google’s usefulness, there’s more to finding decision-ready information than typing a few keywords into a browser. Surfing the internet definitely isn’t the greatest way to increase profit, decrease risk, develop new products, or meet corporate goals.

So what’s wrong with using a search engine for business research?

Search engines provide too much information. A simple search can return millions of results, many of which are irrelevant or unsuitable. Sifting through endless results to find the information you need can be time-consuming and tedious.

Search engines deliver quantity rather than quality information. While there is a lot of great information on the web, it can be biased or inaccurate. You need authoritative, objective and reliable information to inform business decisions, but checking each source takes time and know-how.

Search engines don’t give consistent results. The results you see in your browser are based on algorithms derived from things like what you’ve searched for before, your location and your language. You can’t be confident that the results are the ones you need, rather than the amalgamated data the algorithms think you want.

Search engines cannot analyse or think. Search engines start to nose-dive when tasked with locating results that reflect deep thought or exploration of ideas or scientific evidence. They can’t make recommendations or interpret results.

Search engines don’t reveal all information. Rich information is often hidden behind paywalls or in databases, or in articles or white papers buried deep in websites. You may be missing vital decision-making information because it’s difficult to access.

Search engines give you millions of answers, but a skilled information professional will give you the right answers. For important, deeper research, stick with an expert.

Qualified information professionals know the best ways to:
 track research, news and publications in the areas you need, giving you a strategic advantage
 get the most out of specialised databases and tools, ensuring you receive comprehensive results
 access paid and free resources that search engines don’t bring up and your competitors probably won’t have access to
 find meaningful, verified and accurate results quickly, saving you and your team time filtering results
 analyse and synthesise results so that you not only receive information but answers to your business questions
 deliver immediately useful information, so that you have more time to focus on your core business

Contact us to find out more about how Altitude Information can connect you with the information you need.