Original research is the springboard for widespread coverage

Twice per year, market research industry thought leadership platform Greenbook releases its “state of the industry” GRIT report that covers trends in the space. Our client, Virtual Incentives, teamed up with Greenbook before conducting research for a recent GRIT report to gather more in-depth data on something they were extremely interested in: respondent rewards and incentives. The result of the incentive-specific data from the study, which was conducted in 14 countries and 8 languages among 6,750 consumers via online, telephone, and mobile-only surveys, was a Virtual Incentives white paper entitled “Improving the Research Respondent Experience.” This white paper takes a deep dive into insights surrounding respondent rewards and incentive preferences, uncovers useful strategies for approaching market research incentives, and provided the perfect piece of “anchor content” for Campbell Consulting to use for additional outreach.

We started out with a press release based on the white paper, targeting market research media, along with other media seeking the latest trends in rewards and incentives, like employee and consumer reward programs. Because the research was brand new, we also issued a wire release which garnered widespread coverage in several publications. The release was just the beginning of getting the maximum amount of exposure for this project. We also targeted leading publications in two key markets for Virtual Incentives with full-length feature articles, receiving further coverage in Incentive Magazine and Greenbook that we were then able to amplify on the company website and social media platforms. The data uncovered in the white paper will continue to advise and enhance outreach and pitching efforts.

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