In the early stages of building a startup, most founders focus on product, funding, and team. But sooner or later, you hit a wall: how do you get anyone outside your bubble to care?
You might have a brilliant solution to a real problem. You might even have early traction. But none of that matters if the story doesn’t reach the right audience. And when you’re up against companies with bigger budgets and household recognition, it can feel like shouting into the void.
That’s where original data, specifically professionally conducted consumer surveys, can make all the difference.
“Startups or small brands should invest in research because it offers perhaps the greatest PR and Marketing ROI,” says Nathan Richter, Senior Partner at Wakefield Research. “Survey research differentiates companies from their competitors, positioning them as a thought leader in their space. And the data can be used for months — or sometimes even years — for PR, direct marketing, social media and other public-facing communications.”
Wakefield Research is one of the most sought-after firms in this space, known for helping startups and Fortune 500s alike craft data that fuels headlines, drives positioning, and builds credibility with the press. Their work has appeared everywhere from The New York Times to TechCrunch, often serving as the backbone of brand narratives that matter.
From Pitch to Placement: Why Data Gets You In
Today’s media ecosystem is fast-paced, crowded, and driven by trends. Journalists aren’t looking for brand stories, they’re looking for news, insights, and cultural relevance. That’s why it’s so difficult to land meaningful PR if your pitch centers solely around a company launch or a product update.
“Journalists want to write stories that inform, surprise and make people think. They are not looking to amplify a press release or write about a product announcement,” says Richter. “Survey research is an effective means for media coverage because it can establish new trends, counterintuitive findings and provide needed context to reporters.”
Rather than pitching your company, survey research lets you pitch a perspective that is backed by facts.
Imagine you’re a fintech startup targeting Gen Z users. A traditional PR approach might announce a new feature or app release. A smarter approach? Commissioning a survey that reveals 60% of Gen Z feel financially unprepared for adulthood, with your company positioned as a solution. Suddenly, you’re not just promoting a product, you’re contributing to a conversation about financial literacy, economic anxiety, or generational trends.
Surveys as a Power Move
For larger companies, survey research is already part of the PR playbook. But for startups, it’s a tool that can punch way above its weight. It helps level the playing field by anchoring your message in public sentiment, something editors trust and respond to.
“There are several ways to use survey research to generate media coverage, including establishing urgency and tension, or even a surprising and humorous data point can be effective,” Richter notes. “Good survey research doesn’t just echo what people expect to hear, it reveals something unexpected and timely. That’s what makes people click, share, and talk.”
And the benefits don’t stop at earned media. A single survey initiative can also fuel blog content, newsletter insights, speaking topics, investor decks, social campaigns, and even product decisions. In a resource-scarce environment, few tactics stretch as far or deliver as much.
Three Ways to Make Survey Research Work for You
If you’re ready to explore survey research as part of your PR strategy, here’s how to get it right:
1. Start with the story. Before drafting questions, think like an editor. What headline do you want to see? What problem or controversy can your data help illuminate? Build the survey around a specific narrative goal — not just general curiosity.
2. Stay in your lane. Don’t try to boil the ocean. Your survey doesn’t need to tackle every societal issue. Focus on one relevant, timely, and clearly defined area that aligns with your product or mission. Specificity makes your results sharper and more publishable.
3. Work with pros. Sloppy data doesn’t just miss the mark, it can harm your credibility. Journalists are quick to identify methodology that appears questionable and could dismiss results that don’t meet rigorous standards. Partnering with experienced research firms ensures your survey research is statistically valid and media-friendly, maximizing your time and budget.
Playing the Long Game
Survey research isn’t a one-and-done tactic. It’s a strategic investment. Smart startups treat data like fuel, repurposing it across multiple channels over time. A single survey can seed thought leadership months down the line.
And in an era where trust in brands is low but hunger for clarity is high, offering real insights is one of the most effective ways to earn attention and credibility.
“Research can provide strategic insights for decision-makers, helping them to understand their consumers and the marketplace. It is used in everything from speeches to sales pitches. The ROI often extends far beyond media hits. This isn’t just limited to consumer insights. It’s possible to survey nearly every category of B2B audience, too,” Richter adds.
Startups don’t need to be loud to get noticed. They just need to be smart. And when it comes to PR, few things are smarter than leading with the truth, especially when you have the numbers to prove it.
