How can you build a thought leadership program for your company? One very practical, powerful technique is external research.
Because a thought leadership platform must be far-reaching and not myopic, research is an excellent way to uncover external attitudes and perceptions. While you may think you know what your customers are thinking, a true thought leader will conduct actual research to validate what it believes to be true. A survey, conducted by a reputable third party like Harris Interactive, is a powerful, cost-effective and independent way to obtain this insight.
Why is research so powerful? Because it delivers accurate, objective results not viewed as vendor biased. It also generates newsworthy content for media, especially if sample sizes are statistically valid, and sometimes even when they aren't.
Let's say a software company wants to position itself as a thought leader in the Service Oriented Architecture (SOA) market. The company's target customers are IT Managers, VPs of IT and Chief Information Officers. If the company conducts a survey of 2,000 IT executives, interesting findings can be publicly revealed. By interpreting and sharing the research, the software company can begin to position itself as a thought leader in the SOA category … a vendor that cares what customers really think. A company with a pulse on the market and the vision to identify, discuss and shape unfolding trends.
Because surveys ideally produce statistically valid data, there is a strong chance the media will find the survey of interest. Pick up the latest issue of InformationWeek or USA Today – or nearly any other leading publication – and you will understand how the press relies on statistical data to populate editorial content.
Here are nine tips to make your research effective:
- Numbers, numbers, numbers. Highlight the statistical facts generated from your research. Let the numbers tell the story.
- Interpret the results in a simple, memorable way.
- Develop graphics to complement your survey results. Bar graphs, pie charts, etc. can help illustrate results quickly in an eye-catching fashion.
- Include actual attributed quotes from respondents whenever possible. Quotes can effectively add color to the survey data.
- Keep it topical. Interpreting the latest market trend(s) will help position your company as a thought leader on the cutting edge.
- Keep it focused. Your results should be precise and easy to understand.
- Keep it objective. Don't slant results or turn findings into self-aggrandizing testaments.
- Discuss the research methodology, especially if it generated statistically valid data.
- Highlight the independent vendor that conducted the research.
The time-honored survey is a proven tactic in the PR practitioner's tool box. With online survey tools such as Survey Monkey and Zoomerang, it's more affordable than ever to develop custom research. It just may give your thought leadership program the boost you've been looking for.
- Jeff Aubin, VP
