August 12, 2026 | In the News

Nathan Richter Explains at MediaPost Why One Data Point Isn’t a Full Media Story

A single eye-catching statistic can earn a headline, but it rarely tells an entire story. In a recent column for MediaPost’s Marketing Insider, Wakefield Research Senior Partner Nathan Richter writes in detail about what separates research that gets a passing mention from insights that become a lasting source the drives ongoing earned media, thought leadership, and brand visibility.

Richter argues that the most common mistake brands make in thought leadership research is asking questions that they “hope” will produce a headline, rather than asking questions that build a complete, newsworthy story.

Producing a questionnaire that keeps that story in mind is key. “A good questionnaire is not a series of disconnected ‘curiosities,’” he writes. “Its findings should relate to one another, with each statistic serving as a lead or supporting actor in the same story.”

Other insights from the piece:

• Relevance matters: journalists are looking for evidence that insights connect to a larger conversation. A single number rarely can do that on its own.
• Show your work: the credibility of the source of the research is critical; the integrity of the research must be transparent and able to stand up to scrutiny.
• Research as the gift that keeps on giving: a strong piece of thought leadership research has a life that extends beyond a few mainstream headlines. It can be the engine that drives marketing campaigns and elevates brands into category leaders. In an era in which AI-powered search is taking over, it can also help brands establish authority among AI models.

Read Nathan’s full column on MediaPost, and learn more about how Wakefield Research partners with brands on custom research at wakefieldresearch.com/custom-pr-surveys.