---
title: Inquiries are thousands of times better than briefings
date: 2007-09-20T12:55:45Z
modified: 2007-09-20T12:55:45Z
permalink: "https://redmonk.com/jgovernor/inquiries-are-thousands-of-times-better-than-briefings/"
type: post
status: publish
excerpt: ""
wpid: 1256
categories:
  - Uncategorized
timestamp: 2007-09-20T12:55:45Z
tags:
  - Uncategorized
---

So says [Jonny Bentwood](http://technobabble2dot0.wordpress.com/), “a PR consultant for Edelman specialising in Analyst Relations, technology strategy and new media”, [on Twitter](http://twitter.com/JonnyBentwood/statuses/207148842)

> Inquiry day with Ovum – inquires are several thousand times better than regular briefings. AR professionals take note

Jonny is the guy responsible for the new Edelman [Social Media Index](http://technobabble2dot0.wordpress.com/2007/07/16/social-media-index/), which makes a rough and ready first stab at providing some kind of metrics of influence or attention across social media-based networks. It may be that the SMI actually measures engagement rather than influence, but that’s another .

In the [Wisdom Of The Crowds](http://www.randomhouse.com/features/wisdomofcrowds/), Surowiecki points out that the best academics are the most often peers of other’s research… these scientists are arguably more _engaged_ than others in their field…

I have worked with Jonny for years, and he really understands analyst relations. The point he is making on twitter, I think, is that the conversational nature of an inquiry, where the analyst doesn’t hold back on any advice, can be a great learning experience for both parties, cementing understanding of a product or service and its positioning in the minds of both the client and the analyst.

At RedMonk we like to give some free feedback during briefings- its a “service level agreement” or perhaps just a point of pride that during any briefing, client or no, we will offer at least one decent piece of actionable advice. Inquiries however obviously offer a much deeper interaction, particularly when carried out in person.