Research-led PR campaigns are a game-changer for tech companies wanting to lead the market, nail emerging trends, and connect with their audience. Think of it as basing your PR strategy on solid evidence. This is surveys, in-depth data analysis, and then turning those insights into top-tier content.

A smart research campaign gives real substance to your messaging, validates your perspective, hones your market position, and raises awareness of key industry topics. Plus, surveys aren’t just a one-off. Get them right, and you’ve got content gold to sprinkle throughout the year. Even better? Run the same research year after year and track those all-important trends.

As per usual, preparation is key

Prior to initiating a research campaign, it is essential to define clear and measurable objectives, for example are you identifying content gaps in the market or finding out the pain points of customers? Specific and measurable objectives will ensure that your research efforts are focused and yield actionable results. 

A thorough understanding of your target audience is crucial. Is your Ideal Customer Profile (ICP) composed of enterprise CISOs or SME business leaders? This understanding will inform your survey design, sample selection, and the types of questions you include. Do you require insights from senior management or are you more interested in the challenges faced by their teams? Each approach offers unique benefits and requires a tailored strategy.

Mastering the question game

You have to keep in mind it’s essential to design surveys that elicit meaningful responses. It’s crucial to prioritise clear, concise, and unbiased questions. Avoid binary “yes” or “no” questions and aim for a minimum of four response options to capture nuanced data. While some questions may be deemed unsuitable during analysis, unexpected insights will emerge. It’s always fun to throw in a red herring question, which can either contradict another question or complement it, adding an interesting twist to the conversation.

Let’s face it: designing survey questions can be a bit of a grind. It takes time, and you’ll likely need to tweak your questions more than planned. But this upfront effort is crucial. By getting your questions right from the start, you’ll set yourself up for success and gather data that truly matters.

Transform data into narrative gold

Turning raw data into a story is both an art and a science. Not all findings will be relevant for every purpose—some insights might be perfect for PR strategies, while others are better suited for demand-generation. To uncover meaningful trends and outliers, leverage tools like Excel, which will make data exploration and visualisation more efficient.

But here’s the key: don’t analyse data in isolation. Make sure more than one person and one perspective are analysing the data to ensure you gain a more comprehensive understanding of what the data is truly saying. 

Ditch the dry list of questions and answers when presenting your findings. Instead, craft a compelling narrative that connects the dots, highlights key insights, and tells a story the audience can resonate with.

Content that connects

Once the story is complete, these research insights need to be leveraged to inform your content strategy. Identify relevant keywords and develop content that addresses the specific needs and interests of your target audience. Integrate your research findings into a broader PR campaign strategy. Utilise audience insights to refine your messaging and select appropriate channels for dissemination.

For PR, the goal may be securing placements of the research in industry publications. Alongside this, marketing and demand-generation teams can play their part too. Your core narrative can serve as a foundation for marketing and sales initiatives, generating qualified leads through targeted campaigns. Infographics offer a visually engaging means of communicating complex information and reaching audiences that may be difficult to engage through traditional methods.

Measure, evaluate, refine

Track key metrics such as media mentions, Share of Voice (SoV) increases, and lead generation to assess the effectiveness of your campaign. Conduct regular evaluations to identify areas for improvement and refine your strategy accordingly.

By adopting this research-driven approach, technology companies can develop impactful PR campaigns that resonate with their target audience and generate measurable results. A well-planned research campaign represents a valuable investment that can yield sustained benefits throughout the year.