In a famous February 12, 2002, Pentagon news conference, Secretary of Defense Donald Rumsfeld explained in somewhat tortuous language the problems the U.S. faced in its search for weapons of mass destruction in Iraq. “…There are known knowns; there are things we know we know. We also know there are known unknowns; that is to say, we know there are some things we do not know. But there are also unknown unknowns — the one we don’t know we don’t know.”
The idea of “Unknown Unknown” was first developed in 1955 by two American psychologists, Joseph Luft and Harrington Ingram when they created what they called the Johari Window, a four-quadrant graphic representation of how people relate to themselves and others. In the Johari Window, Quadrant #4 was the “Unknown Unknown,” something unknown to both oneself and to others. The idea of the “Unknown Unknown” was used frequently inside NASA during the 1990s as it remains a key concept in project management and strategic planning.
Today, the idea of “Unknown Unknowns” also has strong relevance in the fields of market research and competitive intelligence. If the product managers and marketing managers in your company rely on Internet search engines for their market intelligence, they are getting mostly superficial and often commercially motivated information that is lacking the analysis, commentary and perspective that subject matter experts at industry analyst research firms can offer. And if your organization does not have a centralized knowledge management strategy for your internally produced market research and competitive intelligence, these same marketing professionals are probably making decisions every day without the benefit of the research your company spent millions producing. And since your organization or team may not necessarily know what they are missing — the “Unknown Unknowns” – your team has no way to unearth market and competitive insights that they don’t know even exist.
That is where we come in. SinglePoint from Northern Light can provide your business with the broad access to all of your market research and CI from industry research firms, internally produced studies and analyses, industry news sites, and social media. Ours is a machine-learning powered enterprise portal platform optimized for market research and competitive intelligence, designed to serve complex, global organizations, without adding a heavy burden on IT.
In each user session on the platform, all of a company’s content sources are searched at once. Every user has the benefit of all the best material by the best internal and external subject matter experts that addresses that user’s needs every time. Whether a document was produced in-house, is accessible through a subscription, or comes from a news source, you’ll get it all in one place with SinglePoint.
And unlike conventional search engines, SinglePoint uses machine learning-based smart AI search capability to “read” the reports on the search result and creates a written summary of the most important ideas in the reports on the search result to help your staff better understand the business significance of the research material.This is a radical breakthrough in the search experience.
Lastly, SinglePoint learns, again using machine learning, what every user is most interested in knowing about by noting which reports and news articles the user downloads. Then SinglePoint starts to proactively monitor the incoming content flow to recommend the best material for that user. Imagine having a personalized smart search agent working for you 24 hours a day, 7 days a week! No more missed insights. No more missed opportunities for market research and competitive intelligence to impact business decisions. No more “unknown unknowns.”
SinglePoint’s key capabilities include:
- Unified Content Access
- Machine Learning Insights
- Primary Research Workflow
- Research Compliance
- Search & Analytics
- Subscription Research
At the end of the day, if your business is not using SinglePoint for online searches, your team literally doesn’t know what they are missing. Turn the “unknown unknowns” into “known knowns” by contacting us and scheduling a demo today.