As market research analysts our role isn’t just about collating data, but about guiding impact for businesses. Too often businesses see collecting survey data, social listening, and competitor intelligence as a tick box, or something to appease the board and then be put away in a desk drawer. The problem isn’t a lack of research—it’s the gap between information and action.

Which is where knowledge brokering comes in.

Market research is designed to inform strategy. Executives, meanwhile, are inundated with information and short on time. They need context, relevance, and clarity.

Without a structured way to interpret and embed insights into decision-making, valuable knowledge dissipates. The “so what?” question remains unanswered.

A knowledge broker acts as a bridge between researchers and decision-makers. Their role isn’t just to collect or analyse data, but to translate it into strategic meaning. At Square Holes we don’t just see ourselves as just collectors of data and research – but as translators, connecting insight and culture, along with data, to drive strategy.

We see our role as part analyst, part strategist, and part storyteller.

Turning reports into recommendations

So how does knowledge brokering transform the impact of market research? It begins with rethinking the output of research—not as a deliverable, but as an asset that supports decision making.

Here’s some ways of reframing a research report from the mindset of a knowledge broker:

Start with the decision, not the data

Instead of asking, “What can we learn from this study?”, start with, “What decision will this inform?” Knowledge brokers help teams identify the decision context early—whether it’s market entry, product positioning, or pricing. That clarity ensures insights are targeted and actionable.

Curate, don’t just collect

Every organisation has a hidden library of prior research. Brokers uncover, connect, and distill what’s already known—reducing duplication and enhancing synthesis.
They turn isolated studies into cumulative intelligence.

Translate insights into business language

Raw research often speaks in percentages and segments. Knowledge brokers convert these into strategic narratives: what the findings mean for brand positioning, customer engagement, or risk mitigation.

A good rule of thumb: replace every data point with a decision point.

Embed insights in workflows

Reports that live in shared drives rarely shape behaviour. Brokers ensure insights are accessible, memorable, and usable—through short summaries, visual dashboards, internal briefings, or learning sessions tied to team objectives.

It’s about making insights part of daily operations, not quarterly presentations.

Create feedback loops

The most effective brokers track how insights influence outcomes. Did a recommendation change a campaign, alter a product roadmap, or shift pricing strategy?
These loops turn knowledge management into an ongoing learning system, not a one-off report cycle.

In an era of data abundance, insight scarcity is paradoxical. The issue isn’t that organisations lack information—it’s that they lack translation.

Market research becomes meaningful when it moves beyond reporting to recommendation, beyond presentation to participation.

At Square Holes we see ourselves as partners in growth. We want to create reports that steer real impact and change in your business. Which is why we don’t just see our role as researchers – but as knowledge brokers who can help you to create real outcomes from thoughtful and strategic research. This is why every report we create is tailor made to the objectives of your business.