Rethinking Research Delivery: What Market Researchers Can Learn from Content Creators
Tricia Houston, Vice President of Discovery & Design at KS&R, is known for her visionary leadership in mixed-method research, cross-functional collaboration, and people-first innovation. Her work emphasizes reimagining processes, enhancing services, and engaging frontline employees in transformative ways. Tricia is driven by a passion for blending human-centered approaches with business-for-good principles, always focused on delivering actionable insights that drive meaningful outcomes for clients.
As market researchers, we pride ourselves on rigorous methodologies, robust datasets, and polished reports. But here’s a hard truth: research doesn’t drive change if it sits quietly in a PDF on a shared drive.
The real power of research lies in how it’s socialized, shared, and embedded in the day-to-day thinking of our organizations. That’s where content creators can teach us a thing or two.
Research as a Starting Line, Not the Finish Line
Conducting the study, crunching the data, and writing the report may feel like the “end” of the project, but in reality, it’s only the beginning. The true impact of research comes when decision-makers actually engage with the findings. If no one reads the report or if they skim a dense executive summary without remembering much, our work risks becoming irrelevant.
Content creators live and die by their ability to grab attention, break through the noise, and get people to come back for more. We should adopt the same mindset.
Think Like a Content Creator
1. Share in Small Doses
Instead of relying on one massive deck or a single report drop, think about your findings as content streams. Share quick articles, short internal podcast episodes, or even brief posts on company Slack/Teams channels. Bite-sized insights make it easier for your stakeholders to absorb and apply key takeaways.
Example: A weekly “insight snack” email with one chart, one quote, and one implication. Small pieces make insights more memorable and actionable.
2. Put Video to Work
Our stakeholders live in a video-first world. Why should research be any different? If your study is survey-based, consider layering in qualitative interviews post-study. Clips and sound bites not only humanize the data but also build empathy that numbers alone can’t deliver.
A two-minute highlight reel of customer voices can often be more memorable than a 30-slide report, and more likely to spark action.
3. Embrace Repetition
Content creators know one post is never enough—messages land only through consistent repetition. The same applies to research. Don’t be afraid to repeat your insights across different formats and channels. When stakeholders see the same message reinforced, they’re more likely to adopt and act on it.
This aligns with change management principles: reinforcement is critical to driving real organizational adoption of insights.
4. Lead With the Headline
YouTube superstar MrBeast has a formula for content that’s resulted in 250M+ subscribers. (Not familiar with his work? Ask your kids for a rundown.)
What’s different? He shows the payoff right away. No waiting for a big reveal at the end. The viewer knows upfront why it’s worth watching.
Researchers can do the same. Instead of burying your important finding and recommendations deep in the back of the report, put them front and center. Tell stakeholders the “so what” immediately, then use the rest of your content to add depth and proof points.
Think of it as flipping the order: lead with the “wow,” then unpack the “why.”
From Data to Action
At its core, research is meant to inspire impact and action. To do that, we have to think less like archivists of data and more like marketers of insight. Borrowing tactics from content creators—snackable formats, engaging video, repeated messaging, and leading with the headline ensures our work travels further and sticks longer.
The next time you finish a project, ask yourself:
- How can I break this into small, digestible parts?
- Could video bring these findings to life?
- Am I repeating my message enough to make it resonate?
- Am I putting the most important takeaway first?
Because in the end, the value of research isn’t in the report. It’s in the change it sparks.
About KS&R
KS&R is a nationally recognized strategic consultancy and marketing research firm that provides clients with timely, fact-based insights and actionable solutions through industry-centered expertise. Specializing in Technology, Business Services, Entercom & Recreation, Healthcare, Retail & E-Commerce, and Transportation & Logistics verticals, KS&R empowers companies globally to make smarter business decisions. For more information, please visit www.ksrinc.com.
