Brands are constantly seeking ways to stand out from the crowd. They invest in flashy advertising campaigns, partner with influencers and jump on the latest social media trends, all in the hopes of capturing the attention of their target audience.
But sometimes a classic piece of research can carry your brand name further and wider than any other marketing tactic.
Delving into uncharted territories and unearthing fresh insights, brands can differentiate themselves, generate buzz and establish a lasting connection with their audience.
But what exactly is unique research, and why is it so valuable? How can brands leverage it for PR success, and what’s holding them back from embracing this game-changing approach?
4 reasons why research stories are so valuable
- It’s a proven formula for media success
Media outlets crave compelling, data-driven stories that provide valuable insights to their readers. By conducting unique research, brands can uncover fascinating trends, behaviours and preferences that journalists simply can’t ignore. Well-crafted research stories consistently secure media coverage – from double-page spreads in national newspapers to prominent features on high-traffic websites – ensuring brands receive the visibility they deserve.
- Linking brands with sectors in unexpected ways
For household names, the challenge often lies in finding fresh angles to reignite customer interest. Unique research allows brands to uncover surprising connections between their products or services and broader industry trends. By saying something new and unexpected, brands can capture the attention of both media and customers alike.
- Crafting content that cuts through the noise
In today’s oversaturated media landscape, it takes more than a catchy headline to capture attention. Unique research allows brands to create compelling stories that cut through the noise. By building strong narratives that relate back to the brand and seamlessly integrating key messages, research-based stories resonate with media outlets and their audiences.
- Amplifying upcoming launches and initiatives
Unique research is not just a standalone PR tactic; it can also serve as a powerful springboard for other campaign activities. By timing the release of research findings to coincide with product launches, photoshoots or other initiatives, brands can provide journalists with a compelling reason to cover their story, significantly amplifying the overall impact of a campaign.
Recent examples
- Vodafone: ‘Research reveals 12 is the age at which children’s digital knowledge overtakes that of their parents.’ This wasn’t the only finding from Vodafone’s research, which coincided with ‘Safer Internet Day’, but it was the headline takeaway that publications such as The Sun and the Daily Star ran with.
- Lloyds Bank: ‘Most people only have £500 of savings’. Amid a squeeze on living standards, research from the bank indicated that three-quarters of its 26 million UK customers were worrying about rising prices and the impact it is having on their savings. The research was covered by UK media outlets including BBC News and The Guardian.
Beyond its PR benefits, unique research offers a wealth of value for brands. By delving into unexplored topics or approaching familiar subjects from a fresh perspective, brands gain a deeper understanding of their audience’s needs, preferences and behaviours. This knowledge can inform product development, marketing strategies and customer experience initiatives.
Original research allows brands to contribute to the broader conversation in their industry. By sharing novel findings and analysis, brands can spark discussions, challenge conventional wisdom and inspire others to explore similar topics. This positions the brand as a pioneer and helps to advance the collective knowledge within their field.
Overcoming obstacles to research
Despite the numerous benefits of conducting unique research, many brands still hesitate to invest in this strategy. One common obstacle is the perception that research is time-consuming, costly and requires specialised expertise. However, with the right approach and tools, brands can streamline the research process and minimise expenses.
Collaborating with academic institutions, research firms or industry partners can provide access to valuable resources and expertise. Additionally, leveraging technology such as online surveys, data analytics tools and social media listening platforms can help brands gather and analyse data more efficiently.
Another obstacle is the fear of uncovering insights that challenge the brand’s existing assumptions or strategies. However, embracing disruptive findings can be a catalyst for innovation and growth. By being open to new perspectives and adapting to changing market dynamics, brands can stay ahead of the curve and maintain a competitive edge.
Tek Experts: Women in Tech project
Q Content collaborated with Tek Experts, a global technology support services company, on their “Achieving Gender Balance” project. The aim was to uncover insights into gender equality within the IT industry and identify areas for improvement.
We devised the approach which involved a combination of desk-based research, employee surveys for quantitative data, and roundtable discussions for qualitative insights. Our team crafted questions that addressed key themes such as education, recruitment and progression within the industry. To ensure a seamless data collection process, we selected a comprehensive survey platform capable of handling international distribution while providing actionable insights.
The research yielded a wealth of valuable information, which Q Content presented as a complete appendices, including relevant graphs and charts for each territory. The findings were then distilled into a thought-provoking white paper and a series of shorter-form blog posts.
The study revealed some striking headline figures, such as 71% of respondents believing that IT companies should take targeted measures to recruit more women, and 35% of women having considered leaving the industry due to a lack of growth opportunities. These headline figures organically caught the attention of several media outlets, despite the absence of a dedicated PR strategy.
The project demonstrates the power of unique research in sparking important conversations and driving change within industries. By uncovering valuable insights and presenting them in a compelling format, brands like Tek Experts can not only raise awareness of critical issues but also position themselves as thought leaders committed to making a positive impact.
Final word
We thought we’d leave the final word to our PR partners, Speed Communications, an Award-winning PR agency, based in Bristol, with whom we share an office.
Clare Cooper, Director, Business & Corporate at Speed Communications, says:
“Quality research and surveys can certainly help provide brands and businesses with a reliable and trusted route to generate headlines and secure media coverage.
The key to finding a research angle with media ‘bite’ is two-fold.
Firstly, the ‘why’ needs to be logical. Why was this piece of research done, why is it important now, why should I care.
Secondly, the link back to the brand needs to feel organic. Attitudinal research by a tech brand looking at Gen Z appetite for AI makes sense. A petcare brand doing the same is less convincing. Journalists and consumers of the news will question a topic and a brand fit that feels questionable and reputationally that could do more harm than good.
“Research is just one activation route within the PR campaign toolbox. It brilliantly gives credible, real-time data on an issue or trend that brings newsworthiness to a creative campaign. But it should never be viewed as a standalone element. Combined with wrap-around assets (video, infographics, expert Q&A, social posts) the value of research can really be seen and balance out the upfront investment.”
Are you ready to harness the power of unique research and take your brand to new heights? At Q Content, we specialise in crafting compelling research-driven stories that captivate audiences and drive meaningful conversations.
Our expert team will guide you through every step of the process, from identifying key themes and designing comprehensive surveys to analysing data and devising a PR strategy to promote your findings.