Thought Leadership
Turn original research into authority, credibility, and demand.
Thought leadership research helps organizations establish credibility by publishing original, data-backed insights that shape industry conversations. It transforms research into compelling narratives that build trust, influence decision-makers, and differentiate brands in crowded markets.
When to conduct
Thought Leadership
Conduct thought leadership research when you want to elevate brand authority, support demand generation, or anchor your perspective in original data. It’s most valuable when credibility and visibility are critical to growth, influence, or category leadership.
What is
Thought Leadership
Thought leadership research combines rigorous data collection with storytelling to produce insights that educate, challenge assumptions, and guide industry thinking. Unlike opinion-based content, it is grounded in original research — making perspectives credible, shareable, and influential.
73%
of B2B decision-makers say thought leadership content significantly influences which companies they trust and consider for future business. That’s why original research-backed content consistently outperforms generic marketing when credibility matters.
Sample Research
Questions We Answer
Question 1:
What insights will resonate most with our target audience?
Thought leadership research identifies the topics, questions, and tensions that matter most to decision-makers — ensuring content speaks to real concerns rather than surface-level trends.
61%
of respondents say they are more likely to engage with content that presents new data or perspectives.
42%
report that most industry content feels repetitive or lacks original insight.
Question 2:
How can research support credibility and demand?
By anchoring narratives in original data, thought leadership research helps content cut through skepticism and build trust across buying committees.
48%
of buyers say data-backed insights increase their confidence in a company’s expertise.
35%
are more likely to share or reference content that includes original research findings.
Why trust Emporia with your
Thought Leadership
Build authority with insight your audience can trust.
Effective thought leadership starts with credible data. Emporia’s thought leadership research pairs verified B2B audiences with expert study design to produce insights that withstand scrutiny and earn attention. By combining research rigor with narrative framing, we help organizations publish content that informs, influences, and drives meaningful engagement — not just impressions.
Speed / Agility
Move from question to insight without sacrificing rigor. Emporia’s streamlined workflows and responsive research support allow teams to launch, field, and analyze studies quickly — so insights arrive while decisions are still being made, not after the moment has passed.
Verified B2B Respondents
Reach the right decision-makers with confidence. Every respondent is verified using professional attributes, ensuring your insights reflect real buyers, real roles, and real purchasing influence — not guesswork or self-reported profiles.
Expert Methodology
Get more than data — get direction. Our team partners closely on study design, framing, and interpretation, helping translate research outputs into clear strategic implications across pricing, positioning, and go-to-market execution.
Emporia provides valuable access to niche, high-level respondents that are otherwise difficult to reach. They enable us to move beyond traditional targeting, connecting us with professionals with specialized knowledge and qualifications. We have confidence their experts are credible and aligned with our research needs.
Emporia gives us another perspective. Our product team does a really great job working with our existing customers: understanding and solving for their needs. Emporia allows me to find new audiences and conduct that initial research that helps set the stage for potential new customers, products and markets.
We were thrilled with Emporia’s excellent data quality, professionalism, responsiveness, and speed in delivering a very high-end, niche audience of investment fund managers and venture capital professionals.
We are often trying to recruit hard to reach audiences and so it's imperative for us to have high quality data and verified respondents. Emporia go above and beyond to help us and our agency partners not only reach the right audiences but enhance our customer understanding which is a great experience.
