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Content & Thought Leadership Research

Captivate your audience with compelling stories backed up by data.

Market research can be used for all forms of thought leadership and content generation, to help you plan, react or cut through the noise.

We provide the insights you need to reach your marketing and PR goals:

Boost your content strategy

Using insights to grow your marketing

  • feed your creativity and content pipeline with targeted topics that speak to your readers
  • captivate your audience and turn them into leads by writing 1st class marketing assets

Become a thought leader

Using data to build trust & credibility

  • educate & innovate by sharing a fresh, unique perspectives supported by evidence
  • build authority and position yourself as a trusted thought leader in your field

Create new PR opportunities

Using insights to craft compelling stories

  • highlight trends & discover new angles to pitch your message to the media  
  • develop a unique narrative and write extraordinary headlines
  • generate great media coverage

Who is this for?

Perfect for marketing, comms and PR professionals.
For in-house teams and brands, or for dedicated agencies & consultancies, freelance writers and content specialists.

Are you a business in need of research?

Discuss your challenge with us – we’ll work around your objectives and share advice on the best possible approach to get you the right insights.

What can we do for you?

See our full process in the frequently asked questions below.

The research

Sit back and let us do the heavy lifting. 
We provide flexible research services that are tailored to your goals so you can focus on what you do best: creating excitement and building authority around your chosen topics.

For Content & Thought Leadership Research we tend to focus on quantitative methodologies, but can also recommend qualitative methods to help you reach your goals.

Don’t worry if you’re unsure about what to do or which way to go – our team of expert researchers is here to support you and provide guidance every step of the way.

For more information you can also read our full tutorial
Understanding Thought Leadership: What Does It Really Mean?

Supercharging your research

Why stop at the insights and not make the most of your investment?

Well-conceived content & thought leadership research doesn’t need to be one dimensional – we can help you multi-purpose it. We developed targeted services so you can further amplify your reach.

Copywriting & Design

We already understand your goals and the research, so why brief another creative team?

Save time by taking advantage of our in-house creative services, and leave it to us to bring your insights and strategy to life with a whitepaper,
blog, infographic or bespoke animation/video.

Events with a Research Expert

There is no better way to amplify your research than sharing your insights at an event.

Let’s team up! We can send an experienced research speaker to support you at the event of your choice, whether live, recorded, in-person or online.

Research Training

Making sure your team understands the research, and knows what to do with the insights.

We know that the key to unlocking great insights isn’t just down to one thing.

This is why we provide bespoke research training around any topic of your choice, so you get better research outputs.

Just let us know where the gap is and we’ll help!

Taking your research to the next level:

We’ve also developed bespoke specialist methodologies to boost your content and thought leadership research:


Thank you again so much for all of your tremendously hard and FAST work to secure us the research data in time, and to even get us your analysis deck earlier than we even anticipated! During that crazy sprint before the Christmas break being able to get extra thinking time to leverage the data was really appreciated.

With your help, we were able to successfully translate the findings to a finalised narrative and whitepaper outline pre-holidays, enabling the team to focus on finalising the whitepaper and supplementing it with case studies and quotes post holidays.

Sophia Brockman
International planning Director, APAC & EMEA
We communications


The fact that the data was so unique really helped get the coverage.

Ian Morton
Campaigns Manager
Campaign Collective


As a workplace strategy consultancy, engaging effectively with our client’s employees is critical and Sapio Research is our go-to supplier for staff surveys. The process is always stress-free and turnaround times for both building the survey and providing the results data are very quick. I particularly appreciate the way Sapio Research demonstrate a real concern for quality and frequently make helpful suggestions regarding question formats or raise a query if something doesn’t look right in the question set. I have found them to be unfailingly helpful and responsive and would not hesitate to recommend them.

Judy Gavan
Associate Director


Sapio Research were a brilliant partner for our Electric is Now project, helping us hone the perfect survey to tap into UK consumers’ barriers, motivators and sources of influence when it comes to the purchase of electric vehicles. The resulting report has formed the linchpin of our agency’s new business strategy, with the accompanying launch event generating many leads, one of which has been converted into a piece of new business already!

Hannah Baker
Marketing and New Business Director
Foxtrot Papa Agency


As a novel start-up in a poorly-researched space, we needed to validate the problems Whirli is solving. Sapio Research were fantastic partners from start to finish – creative in brainstorming angles, careful in designing the questions, and rigorous in analysing the results. The research brought a wealth of insights, backed by hard figures, for our business decision making and for us to talk about publicly in the press.

Nigel Phan


We were very pleased to discover their approach to developing and building out our brief and delivering additional assets to the project.

Tom Leeson
Industry & Value Marketing Strategist


We wouldn’t hesitate to recommend Sapio Research to any other organisation.

Gemma Spinks
Neo PR


Sapio Research has been a wonderful partner to work with. They listened closely to our business goals and objectives and created a research design that best fit our needs.

Jamie Bothwell
Director of Marketing (Northern Europe)


When insights are required to drive engaging content that delivers actual business outcomes, Sapio Research have been invaluable.

Tom Buttle
President & Managing Director
MWW London


Without Sapio’s industry knowledge, honesty and creativity, we would not have the reputation and track record that we do.

Will Gardiner
Senior Director of Demand Gen | Advisor & CMO at Nibble
Analytic Partners

Case Studies

The business challenge Crayon is a leading and full-service consultancy specialised in digital transformation. Based in Norway, they employ 3,300 employees in nearly 40 countries....
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The brief To demonstrate DocuSign's thought leadership and ability to aid global Digital Transformation, by helping them understand what consumers expected from organisations and the...
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Tangle Teezer
Tangle Teezer
The brief Tangle Teezer wanted to create an authentic emotional connection with the natural hair community. They hired Don’t Cry Wolf to create an activism...
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Foxtrot Papa
Foxtrot Papa
The brief Foxtrot Papa, an automotive content and experience agency wanted to raise their visibility among Comms Directors and Brand Directors in the Automotive sector....
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The brief Whirli is a unique and new to the market toy subscription service. Consumers pay monthly for different sized ‘toy boxes’; they choose their...
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Charles Russell Speechlys
Charles Russell Speechlys
The brief Reinforce the law firm, Charles Russell Speechlys’ positive reputation and offer Partners a platform from which to demonstrate their knowledge and expertise. Insights...
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The brief BW was aware of the gender “in balance” that existed in the Fit Out sector and wanted to initiate a conversation by understanding...
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The brief To generate insight that would help position OpenText as thought leaders on Digital Transformation and Industry 4.0 in the Manufacturing sectors in the...
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The brief To help support their service set, Synchronoss, a provider of mobile software and platform solutions, wanted to show a relationship between enterprise mobility...
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The brief Zeta Global, a data driven marketing technology company wanted to explore customer behaviours and attitudes to highlight how companies need to shift their...
Read more

Frequently asked questions

  • How can I use the research? What can I do with the insights?

    The simple answer is, “almost everything”! When it comes to using research insights the opportunities of repurposing your content and transforming it into different formats are endless. You can:

    • publish your insights in a detailed whitepaper
    • turn it into several social media posts
    • create infographics focusing on specific parts of the survey
    • write a series of blogs based on the different insights and topics
    • present and discuss the research findings in a webinar or podcast
    • create videos and tutorials
    • start an email campaign to raise awareness around a particular sub-topic and share the different assets you’ve created following the research

    We offer design and copywriting services to assist you with the above - for more information please feel free to visit our in-house creative studio.
    For more inspiration, you can also read our full tutorial on brand research.

  • How long will the research take? What is the process and next steps?

    1. Scoping and research design

    We’ll have a chat with you to understand your needs and clarify your objectives, including:
    -the themes and topics you want to talk about
    -the story and headlines you want to create

    We can also check what’s already been published or shared, and help with ideation and questionnaire design.

    To get you the insights you need, we will recommend:
    - the best audience to survey based on who you want to speak to
    - the best methodology & approach to efficiently reach your goals

    Finally, you’ll have the final sign off so we know we’re all happy and good to go!

    2.Conducting the research

    This is the part where you just let us just get on with it and work our magic. We’ll be busy with fieldwork,
    surveying your audience and asking them the right questions to generate your insights.
    We’ll be in touch and keep you posted on progress.

    3. Providing the insights you need to build a great story

    We can provide the results in any shape or form, from simple data tables to fully designed reports and whitepapers.
    Just tell us what you need and we’ll deliver it!

  • Can I change questions after I’ve given the go ahead?

    Unfortunately not. After the questions have been finalised there is no room for change as these may have already been sent off to our respondents or to translation.

    However, do not worry, we will always check the questionnaire and finalise things with you before we press start on the consumer surveys.

  • How do you get the right people for the survey?

    We have over 20 years of experience in the B2B sector, working in technology, business services, manufacturing, built or logistics.
    We can run large online B2B surveys or conduct 1-1 interviews - just tell us what you need and we'll work from there.

    We also conduct research in other sectors such as not-for-profit or retail. For this type of research we can interview the audience of your choice, or approach panellists - they usually have agreed to complete surveys in exchange for rewards (money, points etc.). They respond to adverts or loyalty programmes inviting people to join. Sometimes they directly ask to join the research panel or they are invited to join through a telephone or email campaign.

  • Can you interview my customers or my potential customers?

    Yes, if you have their contact details, we can certainly do this in the UK or internationally. We are the experts for this type of research. We can also advise you on the best people to interview, how to access them and the sample size needed.
    Just tell us the kind of person who would be a good customer for you.

    We can provide you with a link to the survey so you can directly send it to your contacts/customers. We advise clients to send the link themselves as trust is higher (and consequently response rates), and we will collect the data that comes back through that link anonymously.

  • Can I have the contact details of the respondents?

    Unfortunately, we cannot give you the contact details of the respondents as everything is done anonymously and confidentially.

  • How are the respondents paid?

    Panel members are paid for participating. They earn money or points based on the amount of time they take to complete the survey. These incentives are included in the costs we give you.

  • What sample size do I need?

    We often get this question - please read our detailed answer in this article explaining what makes a good, robust and useable research sample.

  • How do you make sure the data is good quality?

    We have a number of ways to make sure that there is no dodgy data. Please read our full report on "Quality in market research panels".

    For example, trap questions help us to recognise whether someone is not reading the question properly. Detection software and algorithms are used to spot when someone is answering randomly or whether the survey is filled out by bots.

    We also make sure that people are who they say they are as people may just try to get extra money. Our partners comply with ESOMAR, MRS, ARF, MRIA, AMA, AMSRO and Insights Association standards, plus our national ISO standards, so there are rigorous processes all the way through.

    It’s important that we carry out quality consumer surveys for comms research as the client’s reputation shouldn’t be put at risk through poor quality responses.

  • What will the headlines be?

    We cannot guarantee what the headlines will be; audience behaviour can be difficult to predict. Besides, if you know the results for sure, what would be the point in the survey?
    However, we can advise you on how each question supports headlines and the type or reliability of opinions you might get.

  • How can you help with marketing assets based on the research?

    We’d be delighted to help you promote your research findings by producing whatever marketing assets you need. Our in-house creative team can work from your brand guidelines and design fully branded marketing assets (e.g. whitepapers, blogs, infographics, etc.), or just produce copy and content in whatever format you need.

  • Do you have examples of your work?

    Yes, we have many examples of past work in addition to what's on our website. Please drop us a line and we'll be more than happy to send them across to you.

  • How and where do you run training sessions?

    We're happy to adapt to your needs. You're welcome to join us in our London Bridge office, or we can come to you providing that you're based in London. These can also be hosted online if your team is based remotely.
    We can compile the training into one workshop or run a series of sessions about a particular research theme or topic.
    Finally, you don't need to be an existing or active customer to benefit from our research training services. We're happy to help even if you don't have a survey booked in with us!
    Feel free to get in touch with us so we can understand your needs and recommend the best way to help you and your team!

  • The research is for my client – can you invoice them directly?

    The contract is with whomever signs our statement of work, so if your client signs this, then the invoice will go directly to them. So, yes, we can invoice the client but let us know before we start.

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