Your Bite-Size Guide to Research-Led Thought Leadership that Wins
Better research leads to better Thought Leadership — the kind that speaks to real buyer needs, earns trust, and shapes decisions. This guide tackles the questions clients ask us most — from how to design stronger surveys to how to turn data into standout campaigns.
Built for brand and agency teams
Packed with practical Q&A on research tools and techniques
Informed by insights from 600 decision-makers on what makes Thought Leadership land
These findings are drawn from our report:
How Thought Leadership Wins Attention, Trust and Business in 2025
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How Do I Make My
Thought Leadership …
Q: How do I make my content more relevant to decision-makers?
Reality Check:
45% of business leaders say Thought Leadership doesn’t align with their priorities.
Your audience needs action-oriented, original research tailored to their specific challenges.
We’ll Help You:
· Pinpoint the most relevant topics for your audience
· Tailor insights to business priorities that matter
· Create TL that’s timely, practical and easy to act on
Q&A Resources:
Q: How do I make our Thought Leadership stand out from the crowd?
Reality Check:
6 in 10 business leaders complain about receiving near-identical content from multiple Thought Leadership providers.
Distinctive insights are no longer optional - they're your competitive advantage.
We’ll Help You:
· Uncover unique research angles your competitors missed
· Break free from the echo chamber of surface-level insights
· Create compelling data stories that capture attention
· Combine data types for deeper, richer insights
Q&A Resources:
Q: How do I make our Thought Leadership more trusted and credible?
Reality Check:
92% of business leaders say primary survey research builds credibility in Thought Leadership - and 84% look for qualitative depth.
Evidence matters.
We’ll Help You:
· Create research that earns trust, not just attention
· Build credibility with transparent, accurate methodologies
· Ensure every stat, quote and story is backed by robust data
· Strengthen your narrative with evidence that withstands scrutiny
Q&A Resources:
Q: How do I prove the ROI of our Thought Leadership — and get more value from each campaign?
Reality Check:
Thought Leadership isn’t just brand - it’s business. 67% of decision-makers contact providers directly because of strong TL, and 77% are more likely to work with them. Done well, it’s your growth engine.
But relevance is non-negotiable - 71% will switch to a competitor’s content if yours doesn’t meet their needs.
We’ll Help You:
· Show how Thought Leadership drives engagement, pipeline and conversion
· Use insights to accelerate decision-making across the buyer journey
· Build a stronger business case for research investment
· Maximise the return on every research study you commission
Q&A Resources:
Q: How do I make our Thought Leadership feel more targeted and personalised?
Reality Check:
Timing matters. Decision-makers engage with Thought Leadership that prioritises challenges they’re facing in the next 3–12 months – and 66% want insights tailored to their specific sector, region or role.
We’ll Help You:
· Create insights that feel directly relevant to each stakeholder
· Balance C-suite vision with practical execution guides
· Use smart tools to personalise Thought Leadership at speed and scale
· Align insights with different stages in the buying journey
Q&A Resources:
Q: How do I make our Thought Leadership more engaging and interactive?
Reality Check:
73% of decision-makers want tools with personalised insights — and preferences shift across the buyer journey. Your next conversion might start with a calculator, not a whitepaper.
We’ll Help You:
· Translate insights into tools your audience will actually use
· Expand research value across multiple channels and formats
· Turn static findings into interactive experiences that support key decisions
· Design content that doesn’t just inform — it converts
Q&A Resources:
New Research:
How Thought Leadership Wins in 2025
Discover what 600 global decision-makers say makes Thought Leadership earn attention, trust, and business.
Download the full report to uncover:
What decision-makers value most from thought leadership at each stage of the buyer journey
How to create distinct, evidence-based content that drives measurable growth
7 proven strategies to make your thought leadership stand out in a crowded market
The execution playbook for practical steps to elevate your next campaign.
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Based on insights from 600 global decision-makers and designed to help you act on what matters most.
Sign up now to build stand-out, research-led content that wins attention, trust and business.