Primary data and firsthand research is the most valuable type of marketing content, which is why every marketer should know how to create unique marketing research.

This type of research will help your company stand out, build brand authority, create thought leadership, and gain unique insight into their industry.

Unique Marketing Research Helps You Lead the Pack

Unique marketing research has several benefits:

Primary research offers more powerful data and information that can be used to increase authority and thought leadership.

When you review many of the major media publications that cover marketing data, you’ll notice a pattern…they all focus on primary research. A marketing research firm that releases new research, for instance, will often have articles that are featured in several major media outlets.

This type of research fuels any content marketing or PR campaign, which creates significant brand equity, niche authority, and thought leadership. These benefits translate, then, into a bigger market presence, more leads, more sales, and so forth.

Unique research offers unique insight into business decisions, customers, marketing, and industries.

Every company has a specific situation that has specific needs. In addition to using primary research as a marketing tool, unique marketing research can give a company insight into its specific situation.

Doing market tests, which we’ll cover below, is one example of early-stage research that can offer insight into potential ROI on an idea or product.

Other types of research can inform all manner of strategic business decisions, not just those related to marketing. Customer research, for example, can inform everything from product design to UI design, website usability, as well as advertising and marketing campaigns.

How to Create Unique Marketing Research

Here are a few examples of unique marketing research that a company can use to build authority and inform business decisions.

Run Pre-Business Market Tests

Testing the viability of an idea or product can provide extremely valuable insight into the potential value of a product or idea. For instance, to test the business potential of a product, a company may run a campaign that tests consumer interest in a product that doesn’t yet exist.

The data gathered from this type of test can tell marketers whether or not this idea would be profitable or not.

The real goal of this type of research is to test an idea’s ability to satisfy a market need. Not conducting this research can cost serious capital or even cause a company to fail.

Test Existing Systems

Businesses revolve around customers, so it’s vital to continuously poll them and test user experiences. Types of systems that can be improved through marketing research include:

  • Advertising campaigns
  • Content marketing campaigns
  • Social media campaigns
  • Website design
  • UI design
  • Product design

And so forth.

Gathering Competitive Intelligence

Marketing research can help companies learn more about the market as a whole, the competition, and how their own brands are perceived. This information can inform all manner of business decisions, not just marketing decisions.

Analytics can help a company monitor and dig into the online presence of competitors, which is vital to understanding the present and future decisions of the rest of the market.

Collect Information that Impacts the Entire Industry

Focusing on holistic issues that impact an entire field is the best way to generate data that can be used as a marketing tool.

Think With Google, for instance, regularly commissions research that demonstrates the impact of technology on the sales cycle. Specifically, they gather data that not only helps further their own agenda, they also provide data that offers information about the multi-channel sales cycle.

This type of information is useful and informative to a variety of companies, which makes it more likely for other companies to spread this information, further cementing Google’s position of leadership.

How to Market with Unique Research

As mentioned, companies that produce or commission primary marketing research can be featured in major media outlets.

This can significantly enhance market presence. But to attain the benefits that come with this type of industry-leading research, it’s necessary to actually produce industry-leading research.

There are a few steps to marketing with this type of research:

1. Produce research that evolves the industry as a whole.

Company- or product-specific marketing research may provide insight into the company’s specific objectives. Macroscale marketing research, however, can offer significant insight into the entire marketplace.

By producing information that is valuable to an industry and every company within that industry, a company can gain significant leverage and exposure. As mentioned, this type of exposure will fuel additional business objectives, from thought leadership to brand equity to sales.

Mary Meeker is famous for her annual Internet Trends Report, a report that contains valuable data, information, and insight into the internet.

Once the research has been produced, it’s necessary to make this research accessible.

2. Incorporate the research into a content marketing program.

White papers and research reports are often the best formats for these types of research.

Primary marketing research often requires in-depth coverage, and blog articles usually don’t have the social standing necessary to promote this type of information.

3. Disseminate the information.

The media won’t pick up on the research by themselves. So the best way to get information out there is through PR.

Ghostwritten feature articles, for example, can push the information into the spotlight. And, if the information is valuable enough, it can spread throughout related blogs, publications, and websites.

Naturally, a company should promote the research through their own channels as well, including social media and blog articles.


With unique marketing research, a company can gain significant insight into its own business, the competition, and its industry. The right macroscale research can then be used as a marketing tool, which can create significant exposure, brand authority, and thought leadership.