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Colson Steber: Specialist and Generalist in the Market Research World


Do you want to bring a box of chocolate chip cookies to the party, or do you want to bring a box of gluten-free, Himalayan sea salt, fair-trade dark chocolate cookies to the party? Are we really talking about cookies? Nope. This is our segue into the differences between generalists and specialists. Generalists are generally suited for everyone whereas specialists serve a niche market.

CEO and Little Bird Momma, Priscilla McKinney, and Co-CEO of Ag Access and Co-CEO of Communications for Research (CFR) Colson Steber dig into the differences between specialists and generalists in the world of market research. Colson Steber also volunteers as the President of the Insights Association Great Lakes Chapter, which is the combination of five regional chapters into one. 

In this episode, we also discuss the value of serving a niche. Ag Access is laser-focused on the agricultural sector and has done large-scale work at a gigantic scope to stand out. His company has put together a phenomenal resource called the Ag Researcher’s Almanac that helps to get everyone on the same page with the terminology around Agriculture-based market research. It’s yours for FREE.

So what is the difference between generalists and specialists? As Colson Steber says, “nothing and everything.” Curious? Let’s dive into the details on the show.

Shoutout to this episode's sponsors CFR and Year of Joy!

Businesses don't need research for the sake of research. They need research that leads to a meaningful impact for their customers, their products, and their bottom line. Communications for Research is the trusted insights champion to lead you to that impact. We take ownership of the research process so you can focus on your business and your customers. Whether you need  qualitative research, quantitative research, or data analysis for primary research, our research logistics team has the expertise to understand your objectives. We design and execute processes to achieve research outcomes that lead to better business decisions. Visit CFRINC.net to learn more.

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Resources mentioned:

Traction: Get a Grip on Your Business by Gino Wickman

The Pumpkin Plan: A Simple Strategy to Grow a Remarkable Business in Any Field by Mike Michalowicz


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