HOW TO: Conduct research to position your brand as a thought leader

How B2B marketers can position their brand as a thought leader through research

Consumer-facing organisations and their PRs have been making use of market research to promote their clients' interests for many years. It is rare that you can open a paper without seeing statistics from 'a recent survey' conducted on behalf of one company or another. Whatever we may think of the findings, the fact that the client has bothered to do it says something about their commitment to their market and willingness to invest in their profile.

The large accountancy practices picked up on this marketing technique years ago, and started commissioning research studies on topical themes such as up-coming fiscal or regulatory change, to demonstrate the expertise they could offer in the field in question. Other parts of the B2B sector, though, have been slow to recognise the potential value of this approach.