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HomeMarket ResearchAs soon as a Pleased Buyer, Now an Worker!

As soon as a Pleased Buyer, Now an Worker!

Student using a tablet computer instead of reading booksAs one of many largest and most authoritative market intelligence companies accessible,’s Profound resolution is a go-to useful resource for a lot of international funding banks and prime administration consulting companies. Nevertheless, what you won’t know is that Profound is usually a perfect match for enterprise faculties and tutorial establishments as properly.

We sat down with Robert Berkman, a former Profound consumer and enterprise librarian—who went on to grow to be a managing editor at a division of in early 2022—to listen to why Profound was so helpful at his establishment and the way the logistics of this database labored on a sensible degree. Try our Q&A dialogue under to study extra.

Bob, inform us about your background and the way you got here to make use of Profound?

My background is primarily as a journalist, author, and editor. After getting my grasp’s in journalism from the College of Montana, I began a month-to-month journal for enterprise researchers known as The Info Advisor’s Information to Web Analysis, which continues to be printed right this moment, and I’m additionally a part-time professor on the College of Media Research at The New College in New York Metropolis, the place I train about rising media, media ethics, and social media. However a whole lot of my writing and analysis has been all about enterprise analysis and knowledge through the years. I’ve written some guides and books and articles, and I’ve led workshops and webinars about methods to do efficient enterprise analysis.

When the College of Rochester was on the lookout for a enterprise librarian, my background appeared to suit what they had been on the lookout for, so I utilized and was employed. One in all my major roles as a enterprise librarian was to construct up a extremely good enterprise useful resource assortment on the enterprise faculty. A lot of the assets that enterprise college students and other people doing enterprise analysis make the most of are databases versus books and e-books, so I used to be ensuring we had the correct choice of databases.

There have been about 50 or 60 high-quality databases once I began—these supplied firm data, business evaluation, market analysis, information, and details about patents, and so forth—and there have been two market analysis databases, too. However once I would get queried from enterprise college students engaged on a paper or mission for a category, fairly often they might go on the open internet, and they might attempt to discover one thing on-line in the event that they couldn’t discover one thing listed within the enterprise useful resource library information, and they might typically come throughout a market analysis report printed by a third-party market researcher. It is likely to be about the marketplace for electrical batteries for electrical autos, or it could possibly be for a sure sort of chemical utilized in a producing course of—very slim, very particular matters—and I’d get a request from scholar saying, “Can I get this market analysis report?” And naturally these analysis experiences usually value from $1,000 to $4,000 or $5,000 every, and we’d simply should say, “No, sorry, we are able to’t do this,” and I’d should attempt to direct them to different sources. However as I used to be getting an increasing number of of those requests, I spotted what we must always actually be wanting into one thing in addition to the 2 market analysis databases we already subscribed to, which had been excellent, however they weren’t all encompassing.

I used to be accustomed to, as a result of as editor of The Info Advisor, we’d write about methods to do efficient enterprise analysis, and methods to discover and analyze market analysis experiences, and I might cowl what’s on the market. I had lined’s databases, Profound in addition to, and beginning again in 2000 or so, I had the chance to interview the CEO of Rob Granader about what the corporate is doing, so I reached out to, and mentioned, “Are you able to inform us about what you supply within the tutorial setting for Profound?” I used to be actually specializing in Profound at that time as a result of I knew the person slices of a report can be most useful. We mentioned pricing and all the opposite particulars, and I launched Profound after a 12 months on the most. I added it in 2017 to the gathering of assets from the College of Rochester.

While you first signed up for Profound, what was the primary enchantment for you?

The principle enchantment was realizing it will cowl many, many various market analysis report publishers, rising the chances that when a scholar can be on the lookout for one thing they might be capable to discover a good match in Profound. The enchantment was, not having to subscribe to tons of of publishers however nonetheless getting access to their experiences for an reasonably priced value.

The second half was realizing concerning the pricing mannequin and technique the place you didn’t should buy the entire report, but when there was a desk, or chart or part, you possibly can buy that one piece. Fairly often the coed would solely want a selected piece of knowledge, and I knew the sectional buying would make it way more reasonably priced. Usually a person obtain from Profound is likely to be $15 to $100, quite than many hundreds of {dollars} for the complete report.

How did Profound meet your expectations on the College of Rochester?

It actually crammed the hole that I hoped it will fill, as a result of after subscribing to Profound, once I would get emails from college students saying, “I discovered this report on the internet, and it appears to be like prefer it has what I would like. Are you able to get this for me?” And I’d say, “No, we are able to’t get that specific report, however there’s likelihood there could also be others masking the identical information, and let’s work collectively to look the Profound database.” That was fairly useful for the coed, and it was useful for me to assist the coed discover what they wanted.

How did Profound work in apply? How did you deal with the buying?

As a result of Profound works in another way than most databases in an instructional setting—the place you pay a flat charge and renew it yearly and have limitless use of no matter that database has—I needed to arrange somewhat little bit of a distinct system, by way of making it clean each for myself and for the coed trying to find the knowledge, in addition to administratively for monitoring using Profound.

The best way Profound works is that you’ve a sure amount of cash you pay up entrance based mostly on how a lot analysis you assume you will have over the course of a 12 months. There have been a number of completely different pricing ranges accessible. You could possibly begin on the minimal to strive it out, and if it appeared actually invaluable, you possibly can improve your dedication the subsequent 12 months. You could possibly customise your finances based mostly on what the precise use was, in order that was a plus.

Should you needed to pay $5,000 up entrance, that quantity can be in your “financial institution” to attract down throughout that 12 months, and the stability would go down everytime you made a purchase order.

As soon as the finances was arrange, the very first thing I did was estimate how a lot expense I may allot for every scholar. I calculated what number of college students usually want market analysis experiences a 12 months. I don’t bear in mind what my quantity was, however possibly I got here to one thing like 20 requests a 12 months. I divided that by our finances quantity. I allotted for any scholar that was accepted to obtain as much as $300 most, and that may be versatile relying on a pair components. However in my thoughts, that was an affordable most.

So first, it was realizing how a lot any scholar or scholar analysis group may have accessible to them in a finances, so it wouldn’t all be used up if somebody needed to spend $2,000 at first of the 12 months.  

The following half was methods to greatest present entry to the database. I couldn’t allow the scholars to go on the platform and obtain analysis with out permission as a result of it will draw down the finances with none controls. However I may arrange entry in order that college students had been in a position to go browsing and do all of the looking out they needed at their leisure, however they needed to contact me straight get permission to buy and obtain analysis.

I defined very clearly to the scholars that this database labored somewhat bit in another way than different databases. I mentioned to them, “While you discover one thing that you simply assume appears to be like actually good and related, let me know what you discover, and I can check out it.” So then I might have a look at what they discovered as a result of we didn’t wish to use the cash if we didn’t should. I arrange standards for whether or not it will be okay to make a purchase order. Clearly, it wanted to appear like it was related to what they had been on the lookout for, and we had to make sure there have been no different free assets both by way of certainly one of our different databases and even on the open internet. If that’s the case, there wouldn’t be a lot motive to make use of up our finances on one thing we may get some place else. More often than not, it will not be accessible some place else as a result of what was wanted was usually very particular, granular information, that more often than not was not duplicated anyplace else.

However once we acquired to the purpose the place I might say, “Okay, sure, it’s related, it doesn’t appear like this information is out there anyplace else, and also you’re staying throughout the finances; you’ve recognized these tables or sections, and it prices $80 or $150, or $250, or no matter,” we may go to the subsequent step. I might go onto Profound myself because the administrator, obtain the information, and simply electronic mail it to the coed. It was usually a PDF. And that may be the transaction.

What did you consider the customer support that Profound supplied?

I discovered the customer support very useful and essential. It isn’t at all times completely apparent, even from the little excerpt or desk of contents whether or not the part focused by the coed may have precisely what that scholar wants. So to verify, I might typically contact’s customer support and ask if the information or data was within the part we had been about to obtain they usually had been capable of look and both verify it was or was not.

That was actually essential since you knew you had been paying for the specified data, and also you had somewhat little bit of a assure in a way. Once I known as our contact at, I’d get somebody instantly. I may depend on getting someone to assist me who was educated. It wasn’t simply someone in customer support who was midway internationally who didn’t care or know something. I acquired good assist from actual individuals. That was essential as a result of market information is pricey and type of held on this black field, in order that reassurance is admittedly crucial.

How did you observe the finances for Profound?

I might hear from my account supervisor Lisa Raker regularly concerning how a lot I had left within the finances. That may assist me if I wanted to replace or change the finances. Let’s say we didn’t have too many requests, and it was the center of the 12 months, I’d bump up the quantity I’d permit every scholar to spend.

Conversely, if it was close to the top of the 12 months, and I noticed there was solely $500 left within the finances, I might be somewhat additional cautious. This actually wasn’t burdensome as a result of I might solely get a request a few times a month from a scholar the place it will actually be related, so it wasn’t one thing I needed to keep on prime of usually, and it was easy. All of it labored out very properly.

What did you hear again from college students about Profound?

I’d normally get again one thing like, “Thanks that is nice. That is actually useful.” I do know they appreciated it as a result of for these tasks and papers, college students typically had to make use of projections. Should you’re creating a brand new enterprise, you must know the forecast mannequin for the precise market, or demographic information, or no matter it is likely to be. You want good exhausting information to justify what you might be doing and cite an authoritative supply. 

One other factor to remember is that Profound additionally saves college students time; they do not should scroll by way of a 300-page report to search out one piece of information. They’ll simply obtain precisely what they want and streamline their analysis course of.  

What’s good too, is that although Profound is a robust and complex database, it is extremely straightforward to look. And seeing the place your key phrases are highlighted in a report made it straightforward to extra exactly zero in on discover what you wanted. All of it labored rapidly, very intuitively. The platform by no means had any technical glitches.

How troublesome and time consuming was it to handle one of these subscription, given that you simply had to offer permission for downloads?

It was no harder than doing the rest you must take into consideration on the job. Lisa Raker would ship me a daily replace about how a lot we had left in our finances, and it was straightforward to get in contact together with her anytime if I had questions. It was no massive deal. There was nothing to cram over and work out. There wasn’t a lot to it.

How did you promote Profound? How did college students even realize it was there?

Profound was actually geared to college students within the Simon enterprise faculty—it was for a selected subset of people that would want market information that was somewhat extra superior. So I wasn’t selling it to the entire college, simply to the enterprise faculty—to graduate-level college students incomes their MBA, or grasp’s in finance or enterprise analytics.  

A technique I promoted was in a professor’s class as typically I might be invited by a Simon College college to present a presentation for the scholars to allow them to know concerning the library assets and methods to conduct good enterprise analysis. The presentation could possibly be anyplace from 30 to 60 minutes usually, and I might present them our library analysis information and present them the place to search out firm data, business data, and demographic information on varied databases. I might present them Profound for in-depth market analysis information.

Our analysis information additionally listed the assets college students had accessible, so in the event that they went to the information, they might find out about Profound and discover it themselves with out me telling them about it. Then they could ship me an electronic mail and ask me questions on the way it labored. So it was a mix of issues.

Would you want to the touch on how your relationship has modified with up to now 12 months?

Sure, on the finish of December this previous 12 months, I left the College of Rochester, and I began right here at because the managing editor at Simba Info, which offers data companies for organizations and firms that serve the schooling market. We’ve got a bi-monthly e-newsletter, with information, tendencies, and knowledge for firms like McGraw Hill, Houghton Mifflin Harcourt, Pearson, or Cengage must learn about.

We additionally problem in-depth market analysis experiences, masking every thing from ebook adoption tendencies to what’s taking place with open entry to Ok-12 finances and coverage and every thing individuals serving that market must know. I simply began, so now I’m working at, and I’m more than happy to be right here.

RGB_Profound_Color_Large to study extra about Profound? Obtain our brochure, and make contact with the Tutorial Account Supervisor Lisa Raker at or name +301.461.8703 or +1.240.747.3025.



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