No research strategy – should account managers care?

Anneli Knight is a freelance journalist and she has written a great piece in the Walkley Magazine.  I have become attracted to the journalist’s lot (in particular their research discipline) and as I delve further into their tools, methods, musings and techniques, I see great lessons for account managers.

Walkley Article

Anneli’s article is titled, “This multi-tasking life” and it carries a great infographic drawn from the 2012 Salary Survey and Job Market Report.

The article highlights tips for maintaining your sanity in the variably structured work environment of a freelance journalist.  After Anneli poses the question of determining the “why” she then moves to the key areas of:

  • Manage your time.
  • Some tips for keeping on top of your time.
  • Making freelance work financially.

Social Tools

Where the article covers writing quickly and managing distractions, there are some powerful parallels for account managers that route back to social media and its effectiveness as a research tool.

Prior to the mainstream availability of social media it may have been argued that it wasn’t efficient to source from a multitude of research points. With the mainstream adoption of social media it has swung to the other end of the pendulum where it could be argued that the array of options has provided an almost overwhelming breadth of strategies and tools.

research @mypublicbrand
research @mypublicbrand

From the maze of social listening and research sources, the following are a few of my favorite research tools:

Research Techniques

Two methods that I consistently use are:

  1. Firstly, you need to go to an earnings calls for a listed company — then go to the Q&A section which comes after the executives have announced the quarterly or annual results — analysts then start asking the executives insightful questions. Absolutely high yield tutorial on business questions that matter in language that matters to an investor.
  2. Google Trends provides me with a current view of language being used to source information. The consumer’s voice doesn’t get much clearer.

There are others that I use, but these are favorites.

The final point I would mirror from the article is on building a niche. This activity may be a permanent beta exercise as Reid Hoffman would say, but searching for our niche will provide a 3rd dimension that will keep our curiosity alive every day.

Leave a Reply

Your email address will not be published. Required fields are marked *