There are pros and cons for both choices, and you may want to use different approaches for different respondent groups.
Buying publicly available research reports can seem like an expedient way to get the information you’re looking for. But there are some things to be aware of.
In this video I share one of my favorite resources for people who are building, reviewing or interpreting survey research – a little book by Amy Pettit called “People Aren’t Robots”.
Good research can not only build your thought leadership through the insights it reveals — simply doing it in the first place helps you build your authority with your thought leadership followers.
If you collect information from your customers, you can probably build thought leadership content from data you already have!
If you have to present data to others, you MUST have this little book. All the ins and outs (and do’s and don’ts) of making your data clear and interesting.