The Idea

People like information. What better way to validate and present information than a custom lead magnet study done just for your customers? This is really simple as an idea, but takes a bit of work to execute properly. It doesn’t need to be a huge study – an interview with 5-10 people that provides in-depth thoughts, details or insights can be very useful.

Works for B2B and B2C

Business customers need information to operate their business effectively. With technology and market shifts, things are changing too fast to keep up. Similarly, consumers want insight on issues that impact  their lives and allow them to make better decisions.

Think about the tie-in to your product

It should go without saying that you want the study to have a connection to your business and what it offers. You want to show expertise and that you’re up to date with the current issues your customers face. Businesses especially pay for data. By offering value for free, you’re in a great position to start a conversation.

Milk the study for all it’s worth

It doesn’t just stop at your customers. Once you create content around it (blog post, infographic, etc.) you can use this an intro to complementary businesses and organizations that serve the same customers. It can be a great addition to highly-ranked blog posts that would do well with that information. It could get you a spot as an interviewee on a popular podcast. So put in the time upfront to make it good and then make it known!

You can even set up a post about why you decided to do the study and how you went about it. People love seeing behind the scenes stuff and this is a good way to get double the content since you’re already putting in the work.


How to conduct a research study

Doing a study takes upfront thought and work. Not only does it take time to conduct, once you get the data, quotes, etc. you’ll need to write content around it, create charts if possible and then market it.

  1. Find out what your customers want to know
  2. Do keyword research to validate if the questions are popular
  3. Choose something you can actually find out
  4. Plan out the questions you need to ask and type of data
  5. Collect the data the best way you can (interviews, Google surveys etc.)
  6. Decide on the best way to display your findings
  7. Create as much content as you can from it
  8. Reach out to customers with the content
  9. Use the study as a lead magnet to collect emails
  10. Post about it on social media
  11. Promote it to reporters, networks, businesses etc.
  12. Try to get backlinks by reaching out to blogs/influencers


  • Ease: Tough
  • Cost: $10+
  • Scope: High
  • Speed: Slow
  • Reach: Global