Article

Paula Geraghty
Paula Geraghty 20 December 2016

Generate Your Own Unique Data for Marketing and PR

You hear it every day: data has become the new battleground for brands. Companies with the richest customer data, and processes to best exploit that data, will win the war to grow their relevance and bottom line.

Primary research can provide great data, and it is well known that online surveys can yield excellent customer and market insight with limited budget. But what is much less appreciated is the role that research can play in generating new, original data for content marketing and PR

I believe that businesses and organisations have huge potential to generate attention-grabbing and high quality insights from online surveys. And that by running the survey themselves, with some help as required, they can grab that elusive media coverage with a very limited outlay.

A recent study that Quanteze ran for Stolen Ride London and London Cycling Campaign is a great example of survey data securing valuable media coverage for the clients. The survey of 1800 London cyclists broke new ground in examining incidences of cycle theft and views on the best approaches to the ongoing problem. In addition to some eye catching stats like 'just 6% of those experiencing a theft get their bike back' we discovered the huge demand for more cycling parking facilities.

London-Cycle-Theft-Survey-(1).GIF

Designing a survey to elicit novel data like this can really catch the eye of the media, interesting and powerful data. In this case the survey, and clients, featured on BBC London Radio plus top cycling publishers including Cycling Weekly.

For this project, cyclists were recruited to the survey through press articles and with promotion through social media channels and a number of websites. Stolen Ride also secured an incentive of a popular commuter bike via Mango Bikes to use as a prize draw which boosted engagement and participation.

The research has helped Stolen Ride announce a move into theft prevention and education for 2017. It's founder, Richard Cantle, communicated his delight with the survey.

“The survey reached our goal of understanding the issues and needs of London cyclists. We will use the data to influence change and also grow as a company. Gaining media attention with the initial public release of data provided the required platform to start growing widespread awareness of the key issues highlighted.”

There is also significant value in using survey findings outside of the press coverage. Original research and insight can also help position a brand as an authority and thought leader in their sector.

After the initial burst of press coverage, survey data can be re-purposed into high quality graphics and themed insights. These can be used to grow engagement on consumer or business social platforms, depending on your focus, and even help drive sales.

I'm confident that no matter which sector you operate in there is real value in running your own survey to generate unique data. And that data can generate very significant return, on a limited investment, for your brand.

Really interesting. I've also thought about the potential for running a survey for external comms. There's probably an angle for most verticals/ sectors

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