Original market research, rather than simply quoting others market research findings is a very powerful statement for a company. It says, ‘we are committing to serving this target group or sector and we are determined to bring some new insights which will help you, our customers, serve your markets even better.’ On a practical comms level, original market research creates the potential to uncover new insights which are not only interesting, but feed into the need for your products, services and expertise.

From a PR perspective, research also offered a source for multiple news stories, typically 6 but sometimes as many as 10 news stories/press releases flow out of recent market research studies I’ve designed. Market research also provides the basis for premium content including Management Reports (capturing all key finding with illustrations showing results), white papers, and even customer and trade association presentations.

For consumer studies, you can support all the quantitative results from the online questionnaire responses with more qualitative reaction content by conducting vox pops interviewing target groups on the street or in local hotels.