Report: 94% of Marketers Agree that Original Research Can Elevate a Brand’s Authority

As marketers continue to create new content for their target audience, statistics suggest that most believe original research has a positive impact on their organization.

Mantis Research and Buzzsumo recently published their annual “State of Original Research” report, and statistics showed that 94% of marketers agree that original research elevates a brand’s authority. About 88% of those who use original research plan to conduct additional research within the next 12 months.


In terms of success, most marketers (49%) stated that their original research typically met the majority or all of their expectations when conducted. Twelve percent said that the research actually exceeded their expectations, and just 4% claimed that it did not meet their expectations at all.

Most marketers (54%) agreed that they can tell great stories from the data they obtain from their original research.

Tapping into Marketing Data

In regards to data, previous research suggests that marketers are still failing to tap into the potential of first-party analytics.

MightyHive published “The Data-Confident Marketer” report, and statistics showed that about 40% of marketers are only tapping into between 21 and 40% of their company’s first-party data potential.

“Data-confident marketers clearly feel they are on the cusp of first-party data making a substantial impact on their marketing,” wrote the authors of the report. “However, this optimism isn’t universal, with many marketers assuming that first-party data will take longer to crack or will yield less-impressive dividends.”

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