Context is King in the Research Sphere
Jinfo Blog

By Jan Knight

Abstract

As a commissioning editor for FreePint, Jan Knight develops articles and reports to support the corporate research function. Her orientation within research is to define the 'why' and the 'how' as well as the 'what'. She explains why context makes all the difference in the value and efficiency of research.

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No, the title is not a typo. While traditionally content is often king, I'm one of those people who just love context. Seriously. I don't consider it a waste of time when clients have long explanations about why they need certain information. I actually encourage people to elaborate on the 'why' of a project, as it's imperative to understand how my small bit of the puzzle fits into the bigger picture. Often considered part of an information professional's reference interview, determining the context of a project is a critical step to help identify what is needed so that only pertinent information is provided.

One definition of context is "the parts of a statement that precede or follow a specific word or passage, usually influencing its meaning or effect". Data without context cannot always be considered information, let alone pertinent, as it is often possible that the specific meaning comes only from having that larger frame of reference.

The same thought process applies to both sides of the communication equation. Many of us are familiar with the standard marketing context questions: who are the audiences? What is the 'call to action'? What do we want the reader to do once they read the communication? Ask for more information? Sign up for a newsletter? Buy something?

Find the Full Facts

From the perspective of the researcher, how can information be sought out unless we have a clear idea of why it's needed, how it will be used and, possibly, by whom? If you're researching the potential market size for new medical software, isn't it important to know that the software is currently only able to handle up to 20 people at a time, or has to be hosted on a local server? Information (or context) that is necessary to provide accurate findings of market size include the inability of the software to scale to larger populations, and the number of companies that want to move to cloud-based solutions. Context can be detailed - as in this example - or more general, by giving a bigger picture.

Context can also provide what one colleague refers to as a 360 degree view. I recently reviewed Bloomberg Government, a database focusing on government information, that, among other things, can help to explain the business implications of government actions. While some of the data that is provided may certainly be available elsewhere, the ability to search within this 360 degree view is not only easier and more efficient, but the results are definitely more valuable when viewed in this way.

Another information product where context is extremely valuable is OneSource's iSell - another product I reviewed earlier in 2012. One of the differentiators of this sales prospecting tool is actually described as context - it describes itself as a tool that allows users to "connect with the right person, at the right time, with the right context". This 'trigger-based' sales approach enables users to identify specific times when a prospect company is more likely to need the services that are being offered.

Context can clearly have an impact on our approach as communicators and as researchers, and should not be considered extraneous. Sometimes it's important to be patient and to listen to that extra little bit of background from an enthusiastic client or boss.

In commissioning FreePint articles for the "Research" category in the coming months, I'm sure that context will be a common theme. If you have suggestions for articles or reports you'd like to see in this category - or if you are interested in writing - please email me at jan.knight@freepint.com.

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