In the era of “fake news” and “alternative facts” trust in corporate and business leaders is on the rise, but CEOs and entrepreneurs should not take this good faith for granted.

By employing data-backed talking points, business leaders can establish themselves as trustworthy and knowledgeable in their fields, which in turn enables them to build and maintain goodwill among their target audiences. Thought leadership—bolstered by reliable and trustworthy survey data—enables business leaders to establish credibility in the public sphere.

Wakefield Research can create a wide-range of data points, from serious, business-oriented metrics to the more light-hearted statistics that fuel consumer lifestyle stories. Our recent thought leadership survey for iCIMS, covered in the Wall Street Journal, emphasized the importance of reskilling employees through credentialing programs to keep up with a rapidly changing economy.

On the other side of the spectrum, our holiday survey exploring colored versus traditional holiday lights for BJ’s Wholesale, covered in the Chicago Tribune, gave them data to position themselves as an authority on holiday décor.

While these surveys achieved different objectives, both brands were able to use data to drive media coverage that was inherently more trustworthy because it was based on credible, public opinion data from a trusted research firm.

Wakefield Research’s Public Relations Polling Division leverages quantitative, qualitative and hybrid research methodologies to provide business leaders in every sector, ranging from tech to consumer goods, with statistics to garner earned media. We work with clients to tailor our research to meet their objectives, and provide consultation for best practices on how to incorporate stats into media pitches, marketing collateral and infographics, among other materials.

Click here to learn more about how our PR Polling Division provides thought leadership research to brands, agencies and non-profits.