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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
2 2 © 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
3 3 © 2009 Outsell, Inc. All rights reserved. Users and Information In Outsells 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.
4 4 © 2009 Outsell, Inc. All rights reserved. Outsells 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)
5 5 © 2009 Outsell, Inc. All rights reserved. Source: Outsells Information Markets & Users Database Hours Per Week on Information Tasks
6 6 © 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. Dont know whats available (8%) 6. Information is too hard to find (8%) Source: Outsells Information Markets & Users Database
7 7 © 2009 Outsell, Inc. All rights reserved. Source: Outsells Information Markets & Users Database Where Users Go First for Information
8 8 © 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: Outsells Information Markets & Users Database
9 9 © 2009 Outsell, Inc. All rights reserved. Priorities for IM: Disconnects ServiceEnd-Users Ranking Information Managers Ranking Competitive intelligence25 Training4 (tie with purchasing) 10 Purchasing information4 (tie with training) 9 Analysis/mining86 Physical library612 Source: Outsells Information Markets & Users Database
10 © 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%
11 © 2009 Outsell, Inc. All rights reserved. Source: Pharmaceutical Information Services 2008 Training Activities In Leading Organizations
12 © 2009 Outsell, Inc. All rights reserved. Source: Outsells Information Markets & Users Database Newer Information Media (Users)
13 © 2009 Outsell, Inc. All rights reserved. Newer Information Media (Information Centers) Source: Pharmaceutical Information Services 2008
14 © 2009 Outsell, Inc. All rights reserved. Source: Outsells Information Markets & Users Database Handheld Device Used
15 © 2009 Outsell, Inc. All rights reserved. Source: Outsells Information Markets & Users Database Work-Related Content on Handheld
16 © 2009 Outsell, Inc. All rights reserved. Preferences for Fee vs. Free Content FreeFee Day-to-day decisions81%19% Critical decisions30%70% Independent Spending (16% of respondents) Mean: $5,444 Median: $50 = a few big spenders Source: Outsells Information Markets & Users Database
17 © 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.
18 © 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: Outsells Information Markets & Users Database
19 © 2009 Outsell, Inc. All rights reserved. Come By and Visit Us Outsell, Inc. 330 Primrose Road, Suite 510 Burlingame, CA Tel Fax Floral Street, Suite 1.02 London, WC2E 9DS Tel. +44 (0) Fax +44 (0)
20 © 2009 Outsell, Inc. All rights reserved. Outsell, Inc. is the sole and exclusive owner of all copyrights in this document, including but not limited to the textual and graphic content and the organization, layout, and display of the information and data contained herein. As a user of this document, you acknowledge that you are a licensee of Outsell's copyrights and that Outsell, Inc. retains title to all Outsell copyrights in the document. You are not permitted to resell, distribute, disseminate, disclose, copy, or otherwise make use of the information contained in this document unless your organization has obtained a content license from Outsell. Wherever and whenever the document, or any portion thereof, is disseminated by your organization with the permission of Outsell, Inc., it must bear the following in a prominent location: © Outsell, Inc. All rights reserved. To purchase multiple copies and/or licensing rights for this report, please us at The information, analysis, and opinions (the Content) contained herein are based on the qualitative and quantitative research methods of Outsell, Inc. and its staffs extensive professional expertise in the industry. Outsell has used its best efforts and judgment in the compilation and presentation of the Content and to ensure to the best of its ability that the Content is accurate as of the date published. However, the industry information covered by this report is subject to rapid change. Outsell makes no representations or warranties, express or implied, concerning or relating to the accuracy of the Content in this report and Outsell assumes no liability related to claims concerning the Content of this report. Outsell is the only research and advisory firm focused on the publishing, information, and education industries. Our international team provides independent, fact-based analysis and actionable advice about competitors, markets, operational benchmarks, and best practices, so our clients thrive and grow in today's fast-changing digital and global environment.
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