by Nycole Walsh

Research can be one of the most valuable tools in your marketing and PR toolbox. But only when it’s done well. 

Too often, we see brands sink time, energy, and budget into research efforts that end up…kind of useless. Not because the idea was bad. Not because the audience wasn’t there. But because they made small missteps along the way that turned into massive roadblocks. 

At Kickstand, we’ve helped dozens of brands design, launch, and promote research that drives real impact – from headlines to pipeline. And along the way, we’ve noticed five common pitfalls that tend to trip people up. 

So, in the spirit of helping your next report shine, let’s dig into what not to do.  

1. Starting without a clear story in mind

When most teams decide they want to run a survey, the first thing they do is start listing out all the questions they want to ask. It makes sense in theory, but in practice it’s one of the fastest ways to end up with a pile of disconnected data and no real takeaways. 

Instead, start by asking: What’s the story we want to tell? 

Think about the narrative you hope the data will support, and then design questions that give you the best shot at proving (or disproving) it. That doesn’t mean forcing the results, but having a hypothesis helps you ask better questions and structure your survey more thoughtfully. 

Bonus tip: Even if your data ends up contradicting your expectations, that surprise is the story! 

2. Going after the wrong audience 

We get it. The C-Suite is shiny. But targeting ultra-specific, ultra-senior audiences too early in the process can tank your project before it even gets off the ground. 

They’re expensive. They’re slow. And their perspective, while valuable, is often limited to a very siloed view. 

A better approach? Cast a wide net. Then, use demographic and firmographic questions to segment your data and analyze different perspectives. One dataset can turn into many juicy angles, and that’s where the real value comes in. 

3. Limiting your sample size and relying on Good Samaritans 

Spoiler alert: nobody is taking your survey out of the kindness of their heart. 

We see this mistake all the time: teams post a link to a LinkedIn group or two and wait for responses to roll in. 

Spoiler #2: they usually don’t. 

If you want quality data from a meaningful sample size, you have to invest in paid respondents. Otherwise, you risk ending up with a couple hundred answers (if you’re lucky), which is not nearly enough for media outreach. Some top-tier publications won’t even take a second glance if you have fewer than 1,000 respondents (not for any valid data reason, just because it’s a nice round number). 

At Kickstand, our gold standard is around 600. This leaves us with an acceptable 4% margin of error, and it’s enough respondents to warrant media attention. 

You’ve already invested in writing, design, and promotion; don’t let your research fall apart because you didn’t budget for a reliable sample. 

4. Forgetting the variances 

The real magic of a strong dataset lies in the differences – how one group answers compared to another. 

That’s why it’s so important to think early on about the variables you’ll want to compare. Seniority, department, industry, company size…all of these help you slice your data and tell richer, more nuanced stories. 

Is the C-Suite oblivious to the issues plaguing their IT department? Were men more likely to answer a certain way compared to women? Do respondents in one region feel wildly different than respondents in another? These are all fodder for compelling pitches and media conversations. 

But don’t stop at demographics. You can also segment by how respondents answered earlier questions to reveal patterns, contradictions, and a-ha moments that make your data stand out. 

5. Letting the report gather dust 

You’ve got your data. You’ve built a beautiful report. You’ve launched with a splash. 

So…now what? 

We see a lot of brands go big at launch and then quietly move on. But especially in a world of AI search (and a LinkedIn algorithm that increasingly  favors original research), that’s a missed opportunity. 

Keep your research alive by: 

• Repurposing stats for timely news moments 
• Revisiting findings when they relate to trending topics 
• Pitching long-tail ideas from your report over time 
• Turning data into carousels, GIFs, reels, and more for social media 

A good report can (and usually should) be a long-term asset. So don’t shelve it after launch. Keep it working for you. 

The bottom line 

When done right, owned research is a powerful catalyst for driving thought leadership, media interest, and audience trust. Strong data gives your brand something original to say, and in today’s crowded content ecosystem, originality is everything.

But to get there, you need to think beyond just writing good questions. Think strategically about your story, your audience, your data structure, and your long game. It’s the difference between a research report that sits on a shelf, and one that drives results long after launch day. 

If you’re planning a research project (or even just thinking about one), we’d love to help. We’ve spent the last decade designing research that delivers on coverage, insight, and impact. Contact us today to learn more about bringing your next big idea to life.