© 2009 outsell, inc. all rights reserved. evolving user preferences: implications for information...
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© 2009 Outsell, Inc. All rights reserved.
Evolving User Preferences: Implications for Information Management
SLA DPHT Spring Meeting
Napa, California
Tuesday, March 24, 2009
Roger Strouse
Vice President & Lead Analyst
22© 2009 Outsell, Inc. All rights reserved.
True In 300 B.C., True Today
“…the user, or in other words, the master, of the house will be even a better judge than the builder, just as the pilot will judge better the rudder than the carpenter, and the guest will judge better of the feast than the cook” -Aristotle, Politics
33© 2009 Outsell, Inc. All rights reserved.
Users and Information
In Outsell’s Opinion
• Online networking is exploding.• Uptake of mobile devices is increasing.• Delivery modes are diversifying.• Information must be in the workflow.• Value is in the eye of the beholder.• Alternatives abound.• IM resources are limited.
44© 2009 Outsell, Inc. All rights reserved.
Outsell’s Research Users• Annual web-based survey of workplace information end-users; 151 respondents
in pharma and biotech (2008) across roles & functions.
Information Management Functions• Annual web-based survey of IM functions; 32 respondents in pharma and biotech
(2007)• Periodic quantitative and qualitative multi-client study of leading pharma IM
functions; 9 participants (2008)
55© 2009 Outsell, Inc. All rights reserved.
3.2
5
6.9
4.6
2004 2008
Using/Analyzing Locating/RetrievingSource: Outsell’s Information Markets & Users Database
Hours Per Week on Information Tasks
10.1 9.6
66© 2009 Outsell, Inc. All rights reserved.
Users’ Prominent Problems
1. Not enough budget for information sources (17%)
2. Not enough time to find information (16%)
3. Hard to determine quality of information (11%)
4. Lack of support for information tasks (8%)
5. Don’t know what’s available (8%)
6. Information is too hard to find (8%)
Source: Outsell’s Information Markets & Users Database
77© 2009 Outsell, Inc. All rights reserved.
57%
25%
3%4%
7%
Internet
Intranet
Colleague/Expert(Internal)
Vendor Website
Library (Internal)
Colleague/Expert(External)Library (Public)
Source: Outsell’s Information Markets & Users Database
Where Users Go First for Information
88© 2009 Outsell, Inc. All rights reserved.
Priorities for IM: Users’ Opinions
1. Information at the desktop
2. Competitive intelligence tracking
3. Conducting research
4. Training & advice
5. Evaluating & purchasing information
6. Physical library
7. Suggesting information sources
8. Analyzing research results
Source: Outsell’s Information Markets & Users Database
99© 2009 Outsell, Inc. All rights reserved.
Priorities for IM: Disconnects
Service End-Users’ Ranking
Information Managers’ Ranking
Competitive intelligence 2 5
Training 4 (tie with purchasing)
10
Purchasing information 4 (tie with training)
9
Analysis/mining 8 6
Physical library 6 12
Source: Outsell’s Information Markets & Users Database
1010© 2009 Outsell, Inc. All rights reserved.
CI Support In Leading Organizations
92% provide competitive, market, or business intelligence
• Patent analysis – 69%• Competitive profiles – 69%• Company profiles – 52%• Market profiles – 44%• People profiles – 25%
1111© 2009 Outsell, Inc. All rights reserved.
19%
15%
8%
8%
10%
12%14%
6%
5%Classroom
ProductdocumentationAd hoc, point ofserviceOne on one
Web conferencing
Partner w/otherdepartmentsNew employeeorientationComputer-based
Online/on-demand
Webcasting
Other
Source: Pharmaceutical Information Services 2008
Training Activities In Leading Organizations
1212© 2009 Outsell, Inc. All rights reserved.
9%
15%
15%
19%
31%
41%
43%
52%
76%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Virtual Worlds
Vlogs
Audio Blogs
Videocasts
Podcasts
RSS Feeds
Intranet Postings
Blogs
Source: Outsell’s Information Markets & Users Database
Newer Information Media (Users)
1313© 2009 Outsell, Inc. All rights reserved.
15%
23%
62%
62%
70%
79%
92%
100%
0% 20% 40% 60% 80% 100% 120%
Social Networking
Mobiles/PDAs
Wikis
Collaboration
RSS feeds
Web conferencing
Intranet Posting
Newer Information Media (Information Centers)
Source: Pharmaceutical Information Services 2008
1414© 2009 Outsell, Inc. All rights reserved.
28%
48%
1%
6%
11%
14%
27%
50%
0% 10% 20% 30% 40% 50% 60%
None
Other
Google Android
Palm Treo
iPhone
Handheld PC (any)
BlackBerry
iPod
Source: Outsell’s Information Markets & Users Database
Handheld Device Used
1515© 2009 Outsell, Inc. All rights reserved.
9%
10%
24%
24%
41%
54%
60%
71%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Books
Articles
News
Office Documents
To-Do List
Address/Phone Book
Calendar
E-Mails/Texts
Source: Outsell’s Information Markets & Users Database
Work-Related Content on Handheld
1616© 2009 Outsell, Inc. All rights reserved.
Preferences for Fee vs. Free Content
Free Fee
Day-to-day decisions 81% 19%
Critical decisions 30% 70%
Independent Spending (16% of respondents)
Mean: $5,444 Median: $50
= a few big spenders
Source: Outsell’s Information Markets & Users Database
1717© 2009 Outsell, Inc. All rights reserved.
Managing the Future
“I want to influence the planning and the thought process around information within our client groups. It will require relationship building and retraining our clients to have a different expectation of us.”
1818© 2009 Outsell, Inc. All rights reserved.
Imperatives for Information Managers
1. Know your own users. Make fact-based decisions.
2. Prioritize activities with measurable impact.
3. Deliver information into users’ existing workflow.
4. Align user and IM priorities; rationalize differences.
Source: Outsell’s Information Markets & Users Database
1919© 2009 Outsell, Inc. All rights reserved.
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