Experts in Thought Leadership and PR Polling

Who We Work With

Wakefield is one of the most experienced PR polling firms in the country. We partner with the world’s most recognizable brands and agencies to craft surveys specifically to generate media coverage.

In the News

From the Associated Press to the TODAY Show, our surveys are featured daily in the world’s leading top-tier media.

Custom PR Surveys

Our team of journalists, PR executives and researchers are the best in the industry at crafting custom PR surveys that return top-tier media coverage.

Omnibus PR Surveys

Our omnibus PR surveys are in the field every day of the week, with no question minimum. We’re ready to start your omnibus PR research when you are.

Thought Leadership Research

The world’s most prominent brands work with Wakefield when they need compelling thought leadership research.

Best-in-Class Research Across a Range of Verticals

Wakefield Research is the leading provider of opinion data for public release. While most research providers treat publicly released research as an afterthought, at Wakefield it’s a core area of expertise.

We conduct research for 50 of the Fortune 100, and in more than 90 countries. We provide PR Polling services to the most prominent PR agencies. Even those with their own robust research capabilities rely on Wakefield for newsworthy insights.

Our diverse client list includes P&G, Unilever, Nestlé, SAP, Microsoft, Expedia, 3M, Netflix, Pfizer, Oracle, GSK, NASA and many other large and emerging brands. Wakefield Research is trusted to support these organizations because we deliver research that changes the conversation – and we do it on-time, and on-budget in every engagement.

Our client list also includes a distinguished list of PR agencies – even those that have their own robust internal research capabilities regularly work with Wakefield Research.

"Wakefield Research has consistently demonstrated professionalism, receptivity, creativity, and a deep understanding of the issues affecting our business. Wakefield's team of engaged managers, skilled analysts, and seasoned journalists provide insightful analysis and thought leadership."

Michelle Homes Craig
VP, Thought Leadership & Integrated Marketing
SAP Concur

“When we have a critical assignment, Wakefield Research is our first call. Whether we are embarking on a straight-forward survey, comprehensive market research or an important piece of thought leadership, we know the Wakefield team will help strengthen our hypothesis to ensure it generates actionable data, insights and results. Most importantly, their strategic thinking and flawless execution enables us to create measurable and impactful programs for our clients. Simply put, Wakefield Research is MWWPR’s partner of record when it comes to the trusted data that is the backbone of so many of our most successful campaigns."

Michael W. Kempner
Founder & CEO – MWWPR

A Top Source for Earned Media

Our PR Polling services have garnered billions of media impressions, including in The New York Times, The Wall Street Journal, CNBC, NPR, Good Morning America, and in a multitude of business, trade, and consumer outlets. Our work is frequently featured in the world’s most watched and read media outlets.


“I’ve been with my agency, Red Havas, for 16 years now. Two years in, I was tasked with obtaining additional quotes from third party researchers for our largest client. We went with Wakefield—and we made the right decision. Over the past 14 years, we’ve completed more than 50 projects with them for multiple clients. Wakefield has been our go-to source for third-party research because we always have a positive experience with on-time deliverables; we (and our clients) trust the results; and we just plain like working with the Wakefield team.”

Senior Vice President – Red Havas

Key Differentiators

Wakefield Research is the leading PR Polling firm in part because we offer more PR Survey services than other companies. For example:

Editorial Panel

Wakefield’s Editorial Panel includes former journalists from top-tier media such as USA Today, ABC News and NPR. They help write the questionnaire and explain question-by-question the expected headlines for each metric. This ensures data is newsworthy and differentiated and aligns stakeholders on outcomes before the survey is fielded.


Speed to Market combined with full consultancy sets Wakefield apart from other research companies, with flexible timing dependent on scale of the survey. Wakefield also offers a variety of light-lift options, with the ability to generate responses for a few questions on a tight turnaround.

Narrative Analysis
Our custom analysis builds survey results into a story, with narratives tailored to your intended audience. Since brand and agency teams often do not have market research backgrounds, an emphasis is placed on making findings accessible, relatable and engaging to laypeople and media.


“We released the findings from three different surveys conducted by Wakefield Research, each resulting in media coverage that exceeded expectations. The Wakefield team was the best strategic partner we could have asked for. They went above and beyond every step of the way, delivering fantastic results even when tasked with tight timelines.”

Dani Dalesandro
SVP – Sunshine Sachs

The Pitch Guide Analysis: The Most Popular PR Polling Deliverable

The Pitch Guide Analysis: The Most Popular PR Polling Deliverable

We offer a variety of reporting formats, from PowerPoint Analysis to Whitepapers and Executive Memos. However, by far our most popular analysis for PR Polling research is the Pitch Guide Analysis.

The Pitch Guide is written by our Editorial Panel of former journalists. The Pitch Guide analyzes the data in a news context. It turns your most newsworthy data into a story – complete with pitch angles, headlines, and language customized for your target media. It’s designed for non-research professionals so your PR, marketing and sales teams can easily work with the content. Most of our partners copy The Pitch Guide word-for-word for use in press materials, on social, and in other marketing collateral.

Here are just a few of the ways we help our clients:

1) We write the questionnaire for you. By relying on our knowledge of public opinion, we write the questions most likely to return newsworthy results. This means that you don’t waste survey questions on concepts unlikely to return useful data. We combine this with our knowledge of the media landscape to make sure that your data isn’t just interesting, but also newsworthy.


2) We write a Pitch Guide of results. The Pitch Guide shows you how to turn your survey data into a story customized for your target media. It’s written by our Editorial Panel of journalists and PR pros, and includes headlines, pitch angles, charts and graphs. This is part of what makes us the best in the industry at using PR surveys to drive news coverage.


3) We support you for the life of the data. We’ll proof press materials for data accuracy, answer questions from the media, and do what we can to make sure that you only need to focus on what matters: getting media coverage.

Pitch Guide


“The team at Wakefield Research was a pleasure to work with. From the very beginning, they understood the objectives of our campaign and made suggestions that would help us accomplish our ambitious goals. The Wakefield Research team was quick to correspond, provided meaningful feedback on our ideas and met every deadline we set for our project. Thanks to Wakefield, we saw our big idea turn into greater results than we had even imagined in just a couple days. BetterWorks received media coverage featuring Wakefield Research survey results in Associated Press, NPR, The Wall Street Journal, The Washington Post and dozens of other publications.”

Sarah Hilmer
Head of PR – BetterWorks

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