The Importance of Becoming an "Informed Consumer".

     Many individuals are not well versed on the benefits of obtaining the services of an Independent Information Professional (IIP) or Information Broker (IB). An IIP/IB provides their clients with material that allows for them to be an informed consumer when conducting their academic, personal, or professional affairs. The provision of  insightful data causes the client to be equipped with the tools to make an informed decision. The IIP/IB causes the client to be an informed consumer with the research that is provided.

      There are those members of the general public who make the mistake of just being consumers without reaping the benefits of having a knowledgeable foundation of what they consume. This is because they do not understand who they are as consumers. The economic application of the term implies that a consumer is someone who acquires goods or services for personal use. An individual can consume, as in taking in food or beverages; however, many consumers also take in pharmaceutical drugs for prescription purposes without knowledge of its effects. A person can consume by using up an item, wasting it or squandering it. This can be done without knowledge of the impact that one's actions can have on oneself or the environment. A consumer can ravage or absorb a thing to the point of destruction. All of these descriptions of a consumer are important factors to think about when considering research.

     It is important for the consumer to have insight into the resources acquired, exhausted, ingested or utilized because a lack of awareness can have long-term effects. The consumer who purchases goods or services without knowledge of the product or contractual obligations can never fully benefit from what they have acquired. There are many individuals who consume food, beverages, or drugs without an understanding of the chemical ingredients that can potentially result in harmful effects to their health. Many individuals consume water as a means of refreshment and recreation; however, some are wasteful in its’ use during times of drought. There are a number of natural resources that consumers use for enjoyment to the point that the items become rare or extinct as a result of over use. An IIP/IB can provide statistical data and evidence-based research that can help the consumer to understand the short-term and long-term effects of his/her decisions.

     Research is a means for an individual to become an “informed consumer”; as the individual acquires knowledge or education on what they consume. The informed consumer will make informed decisions based on information acquired through research. This individual will gain insight about a product or service prior to its’ purchase. This insight allows them to understand whether the product is desirable or whether the service is useful. An investigation into the foods or beverages that are consumed helps the informed consumer to make healthy decisions. Research provides consumers with an awareness of important issues that can negate destructive tendencies whether it is on an environmental, personal, political, or a social level.

     Overall, the IIP/IB enlightens their clients with relevant information that can be useful in the decision making process. These professionals produce informed consumers who are knowledgeable about their topics of interest. They are equipped with the data that enables them to arrive at evidence-based conclusions.

     For more information on Independent Information Professionals/Information Brokers, visit http://www.aiip.org/WhyHireAnIP