By uncovering fresh insights and data that no one else has, you can set your brand apart from the competition, while establishing yourself as a thought leader in your industry. It’s the magic ingredient that can turn your content from just another blog post into a powerful tool that drives engagement, builds trust, and attracts new audiences.
Why bother with original research?
Firstly, why should you even care about doing original research? Well, imagine having content that not only showcases your expertise but is also cited by others in your industry. You see, research isn’t just about gathering data – it’s about creating unique content which, in turn, helps you to establish authority, drive traffic to your website and even gain some quality backlinks.
What do you want to know?
Before you start diving into surveys or data analysis, take a step back and look at the bigger picture. Think about what you actually want to learn. Ask questions that your audience cares about. What’s keeping them up at night? Are there any industry trends people are buzzing about? Also, check out any existing research and see if anything’s been missed – can you fill in the gaps?
Keep your research simple
Once you’ve identified your topic, it’s time to design your research. Keep it simple, especially if this is your first attempt. Start with something straightforward, you don’t need to reinvent the wheel, as long as your approach aligns with your goals.
When crafting your survey or questions, clarity is key. Avoid jargon and be specific about what you’re asking. The more straightforward your questions, the better your data will be.
Quality over quantity
Although it may be tempting to go after huge numbers for the biggest data pool possible, remember – quality beats quantity every time. So, whether conducting online surveys, face-to-face interviews, or analysing existing data, make sure your sample size is representative of your target audience. The aim is to get insights that are accurate and actionable, as opposed to a random bunch of opinions.
Studying the answers
Once you have some data, how you analyse it is critical. Of course, there’s more to it than simply organising stats into tables and reports then calling it a day. The aim is to find the story within the data – what patterns are emerging? What surprises you? What insights can you share that will resonate with your audience?
Don’t forget, you can use visuals such as charts, graphs or infographics to make the data easier to digest and process. After all, you’re trying to tell a story, so it needs to be engaging and easy to follow.
Making your findings count
You’ve done all the work, so don’t let it gather dust. Share your research results far and wide! Create blog posts, infographics, videos, or even a white paper. Pitch it to industry publications or use it as the foundation for a press release. And don’t forget to share it on social media, where you can spark discussions and get even more mileage out of the findings.
Also, consider revisiting the research after a few months or a year. This can give you a chance to update your findings, track trends over time, and keep the conversation going. You could turn it into an annual project, so you can analyse how the results are changing on a year-on-year basis.
Research isn’t just for big brands
If the idea of conducting original research still feels daunting, just remember: you don’t need to be a huge brand with an equally massive budget to pull it off. With the right approach, even smaller businesses can undertake and create impactful, original research that makes waves throughout their industry.
So, start brainstorming, get some questions drawn up, and let your data do the talking. It’s time to turn your insights into content gold!
