Don’t create research to tell you “That”. Create research to tell you “If”.
Thought leadership research serves you and your audience. It doesn’t need to serve everyone.
Every researcher I know has gotten this question or comment at some point: “Steve Jobs said research isn’t helpful because people don’t know what they want.” Actually, what Steve said in an interview in 1998 was: “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want…
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.
If you collect information from your customers, you can probably build thought leadership content from data you already have!
If you’re going to go to the effort of conducting thought leadership research, don’t let it be a one and done content initiative! You can do more with it.