finding a partner

There's really no shortcut to finding a suitable partner for a good licensing agreement.  Market research is required at practically every turn.  Among other things, the potential licensor needs to know:

1. All about the players. (prospects)
   *  How big are they?
   *  How much market share do they have?
   *  What are their new product launch strategies?
   *  External Development policies?
   *  What's their main motivating factor - growth or survival?
   *  Are they well connected in classes of trade suitable to your idea?
   *  How much strength/leverage in which distribution channels?
   *  What's their history/future?  

2. All about the market. (current & potential)
   *  Does the potential market cut into the current market?
   *  If so, what is the profit differential?
   *  Is it growing or shrinking?
   *  Is it responsive or lethargic?
   *  How fast can it respond?
   *  What are it's characteristics? i.e.. essential, trendy, etc...
   *  What possibilities exist for new markets? Parallel markets?
   *  What's it's history/future?

3. All about your idea/product. (minimally a formal concept statement)

All three of these elements need to be understood synergistically, because they are absolutely relative to each other.  Each component will be a separate database in your market research.  However, the real opportunities are hiding in the big picture.  They reveal themselves like gold on a riverbed when you start to look for the relationships that make it all work.

using an agency

For some potential licensors it's wiser to let an agency hunt down the right licensee.  Their are many different reasons for opting to use an agency.  Our clients usually lack either time, knowledge, resources, or salesmanship.  Some simply feel their potential warrants the use of professionals. 

If you do decide to use an agency, it's best to select one that's experienced in the area you're targeting.  For example, our company is very experienced and well connected in consumer products.  There are agencies that specialize in technology, farming, aviation, etc...  The most important thing is to work with professionals that are familiar with the ground they'll be canvassing.