Is the demand for more insight-led thought leadership exposing a widening mismatch between marketers’ creative strengths and
data-heavy expectations?
What it’s about
A 20-page report on the challenges faced by B2B marketers:
And are typically ‘right-brained’, creative marketers being dragged into time-consuming, ‘left-brained’ analysis?
In this report, we’re exploring:
- The struggles of analysing research data, and the demands on marketers
- The data-to-value challenge, and why ROI is being squeezed as research volumes grow
- Why open-source LLMs can’t be trusted to bridge the gap, but purpose-built AI can
We surveyed 300 marketers in the UK and the US to share the challenges B2B PR and marketing teams face. We’ve interviewed creative professionals using email invitations and online surveys.
Here are some of the highlights:
→ Only 1 in 20 marketers and PR professionals face no challenges when interpreting research data.
The information overload is real, highlighting the struggle of extracting insights when research outputs aren’t presented in the right way.
→ 58% say they only use a fraction of the data they’re given, leaving valuable insights buried and diminishing both impact and return on investment.
→ Resolving data issues would allow 75% more asset creation, highlighting the need for productive solutions.
→ 92% of respondents use open-source LLMs to save time and bridge skills and resource gaps, potentially risking reputation and trust through errors, misinterpretations, or hallucinations.
Next step? Share these insights with your leadership team!
Discover why the data-to-value gap is widening, and what needs to change
Why trust us with your time and email?
Over the years, we’ve worked with leading brands and PR/communications agencies such as Cisco, Visa, Workday, MikeWorldwide, CCGroup (a Hoffman agency), We Communications, Archetype, 10Fold, Merritt Group and many more. We’ve delivered over 1,900 research projects spanning multiple industries and 67+ countries, reaching more than two million respondents including some hard-to-reach niche audiences.
This means we’ve seen firsthand the challenges our clients face in extracting real value from their research.
One thing is consistent: analysing research data can feel overwhelming and unnecessarily time-consuming. Rather than expecting marketers and PR teams to work around complex outputs, we know it’s on research agencies to adapt and make the process easier.
