How market research powers thought leadership

In today’s crowded digital world, everyone wants to be seen as a thought leader. But let’s be honest, genuine thought leadership is rare. Too often, brands confuse thought leadership with content volume, assuming that pushing out more blogs, podcasts, and posts equals influence. The truth is different: real authority comes from offering original, evidence-based insights that challenge assumptions, reveal truths, and inspire action.

This is where market research steps in. Far from being a back-office support function, research is the engine that transforms opinions into authority. We believe strong thought leadership is always grounded in data, not as an afterthought, but as its foundation.

Why thought leadership needs research

Let’s start with a simple question: why should people listen to you?

Opinion alone, even from experienced executives, isn’t enough to cut through the noise. Audiences, whether they are customers, journalists, or investors, are sceptical of unsubstantiated claims. They want proof.

Market research provides:

• Originality: Instead of recycling industry clichés, you can deliver insights that no one else has.
• Legitimacy: Data builds trust. When you can cite findings from a representative study, your argument carries weight.
• Foresight: Research uncovers emerging trends before they become obvious, helping you lead the conversation rather than follow it.
• Authority: With evidence in hand, you can confidently challenge assumptions and reframe debates.

Turning research into thought leadership: A playbook

So how do you move from raw data to genuine thought leadership? Here’s a framework:

1. Start with the right questions. Don’t commission research for the sake of it. Define questions that matter both to your target audience and your brand’s positioning. For example, if you’re an AI company, you might ask: “Do senior leaders really trust AI to make strategic decisions?”
2. Mix methods for depth and scale. Quantitative surveys give you breadth and credibility; qualitative methods bring human depth and stories. The combination can create more compelling narratives, but even if that’s felt to be too costly or time-consuming, we can use qualitative techniques within quantitative surveys to reveal more of an audience’s motivations, feelings, etc.
3. Segment your audiences. Insight doesn’t always lie in averages. Break down responses by sector, seniority, region, or demographic. Often, the tensions between groups spark the most interesting stories.
4. Analyse for narrative, not just numbers. Too many reports stop at descriptive stats. Go further: look for contradictions, outliers, or unexpected patterns. These are the nuggets that make headlines.
5. Connect insight to point of view. Data shows the “what.” Thought leadership demands the “so what.” Translate findings into a clear stance, recommendation, or challenge to the status quo.
6. Design for impact. Package insights into engaging reports, infographics, and headlines that journalists and influencers can pick up. Remember: the easier it is to share, the further your thought leadership travels.
7. Amplify through channels. Research isn’t the end product; it’s fuel. Use it in PR, blogs, whitepapers, webinars, keynote talks, sales decks and social media to position your executives as go-to experts.
8. Refresh and iterate. Markets move. Repeat or evolve studies to keep your perspective current, track shifts, and maintain your voice of authority.

Avoiding the pitfalls

Of course, not all research automatically creates thought leadership. Common mistakes include:

• Overclaiming: stretching findings beyond what the data supports.
• Poor sampling: if it doesn’t reflect the market, the story won’t land.
• Lack of originality: chasing the same tired topics everyone else is talking about.
• Data dumping: presenting numbers without a clear story.
• Misalignment: producing insights that don’t connect with business objectives.

Avoid these pitfalls, and your research won’t just inform, it will inspire.

Measuring the ROI of research-led thought leadership

Business leaders often ask: how do we measure the impact of thought leadership? With research, the ROI is tangible:

• Media coverage: number of placements, citations, and backlinks.
• Audience engagement: downloads, shares, webinar attendance.
• Brand reputation: shifts in awareness and authority, tracked through perception studies.
• Pipeline influence: thought leadership content generating inbound leads or influencing deals.
• Executive profile: increased invitations to speak, comment, or advise.

By aligning research outcomes with these metrics, you can demonstrate not only reach but real business value.

Our story-first approach

We don’t believe research should start with numbers – it should start with a story. Before designing a study, we work with clients to understand the narrative they want to own. What’s the angle that will position them as a genuine authority? What questions will make people stop, think, and share?

As part of this process, we always ask clients or their agencies to share any ideal headlines or storylines they hope to achieve. This helps us focus survey questions on outcomes that will generate the most impactful narratives. But we don’t stop there – we also audit the existing landscape to ensure we’re not asking what’s already been asked. The result is research that is both distinctive and strategically aligned with the client’s goals.

From there, we design the right methodology, drawing on:

• Global reach: access to over 200 million respondents across 100+ countries.
• Mixed methods: the ability to combine quantitative surveys with qualitative interviews and focus groups.
• Rigorous standards: compliant with MRS and ESOMAR codes, ensuring quality and credibility.

This “story-first” lens ensures the research generates not just numbers, but newsworthy insights that naturally lend themselves to thought leadership campaigns.

Case studies: Research in action

SS&C Blue Prism: Powering AI Thought Leadership

When SS&C Blue Prism wanted to claim leadership in the intelligent automation space, we designed a global study of 1,650 senior decision makers. The findings underpinned five reports across regions and industries, each offering unique narratives. The result? A wealth of media coverage, shareable content, and a reinforced position as a trusted authority on automation and AI.

CIM & the Role of Data in Strategy

In partnership with the Chartered Institute of Marketing (CIM), we surveyed over 4,000 employees and 1,000 decision makers. The research revealed that many leaders were failing to use data before setting strategy. This sparked debate in the business press and armed CIM with a platform to advocate for stronger evidence-based planning – a perfect example of research turning into actionable thought leadership.

Research as the engine of authority

In a marketplace awash with content, only the brands that bring evidence to the table can truly lead the conversation. Market research isn’t just data collection – it’s the spark that transforms opinion into influence, and influence into action.

Every organisation has the potential to lead, provided they anchor their story in insight. Whether you’re looking to shape the future of your industry, challenge the status quo, or simply offer your audience something new to think about, the journey begins with research.

Ready to build your authority? Let’s create research that makes you the voice others follow.