Unleashing the Power of the Informal Informant: How to Tap into the Untapped Resource
Many companies invest a significant amount of resources in collecting data to support their decision-making process. However, one often overlooked source of information is the informal informant – those who may not hold official positions or have direct involvement in a project, but have valuable insights and perspectives.
In this article, we’ll explore the potential of the informal informant and how to effectively tap into their resources to improve decision-making processes.
Who Are Informal Informants?
Informal informants are individuals who have access to information, insights and contacts that are typically not available to the public. They are often active participants in the informal networks that are present within organisations, industries or communities.
These individuals are not necessarily experts in a specific field, but they possess a wealth of knowledge and experience that can be tapped into when seeking to resolve a problem or gather information.
The Importance of Informal Informants
Most organisations are likely to have their established structures of communication and management channels, but these formal structures only account for half of what is happening within the organisation.
The other half of the information flows exist in informal channels, and failing to tap into these networks can result in lost opportunities and missed insights.
Informal informants can provide a broader perspective and unique insights that may not have been considered in the formal decision-making process. By tapping into their resources, businesses can gain a competitive advantage by staying ahead of trends and market shifts.
How to Tap into Informal Informants
1. Identify the Informal Networks: The first step in tapping into the resources of informal informants is identifying the informal networks that operate within the organisation. These networks can often be more complex and difficult to identify than formal structures, but they are critical in unearthing the individuals who hold valuable information.
2. Build Relationships: Building relationships with the informal informants is crucial. They are less likely to share information with those they don’t trust, so take the time to build that trust, respect and rapport to facilitate their openness to share.
3. Listen: When engaging with informal informants, listening is key to success. Be open-minded and show interest in their insights and perspectives. This will make the informant feel valued and more likely to engage further.
4. Show Gratitude: When an informal informant shares information or insights, it’s important to show gratitude. A simple thank-you can go a long way in encouraging further participation.
Case Study: Coca-Cola Goes Local
Coca-Cola is an example of a company that has successfully tapped into the resources of informal informants. In 2009, the company launched its “Coca-Cola goes Local” initiative, which aimed to capture local flavours, packaging and marketing messages that were unique to each location.
Coca-Cola identified local champions and established its bottling plant infrastructure in the communities of each of the different cultural regions, thus leveraging their local knowledge, networks and relationships with the informal groups. This allowed the company to gather unfiltered feedback and ideas and develop products that resonate with these communities.
Conclusion
In conclusion, while it is crucial for companies to invest in formal data-collection channels, they should not neglect the untapped resource of informal informants. By identifying the informal networks within their organisation and building relationships with informal informants, businesses can gain valuable insights and perspectives that will aid their decision-making process and ultimately drive growth and success.
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