Thought Leadership Survey
| 1. Do you think of yourself as a marketing-industry thought-leader? | |||
|---|---|---|---|
| Response Percent |
Response Count |
||
| Yes |
 |
45.6% | 72 |
| No |
|
10.8% | 17 |
| Sometimes |
|
43.7% | 69 |
 Other comments: |
19 | ||
| answered question | 158 | ||
|
|
skipped question |
2
|
|
| 2. Do you think of your employer as a marketing-industry thought-leader? | |||
|---|---|---|---|
| Response Percent |
Response Count |
||
| Yes |
|
42.6% | 66 |
| No |
|
29.7% | 46 |
| Sometimes |
|
27.7% | 43 |
| Other comments: |
18 | ||
| answered question | 155 | ||
|
|
skipped question |
5
|
|
| 3. Do you think the marketing industry views your company as a thought-leader? | |||
|---|---|---|---|
| Response Percent |
Response Count |
||
| Yes |
|
34.2% | 53 |
| No |
|
30.3% | 47 |
| Sometimes |
|
35.5% | 55 |
| Why or why not? |
35 | ||
| answered question | 155 | ||
|
|
skipped question |
5
|
|
| 4. How does your company encourage thought-leadership, if at all? (pick all that apply) | |||
|---|---|---|---|
| Response Percent |
Response Count |
||
| Financial incentives |
|
16.6% | 25 |
| Special rewards (e.g., vacations) |
|
9.3% | 14 |
| Personal recognition |
|
43.0% | 65 |
| Career advancement |
|
30.5% | 46 |
| The culture |
|
53.0% | 80 |
| It doesn't |
|
27.2% | 41 |
| Other: |
12 | ||
| answered question | 151 | ||
|
|
skipped question |
9
|
|
| 5. How critical is agency thought-leadership to sustaining client loyalty? ഊ | |||
|---|---|---|---|
| Response Percent |
Response Count |
||
| Very |
|
64.1% | 100 |
| Somewhat |
|
32.7% | 51 |
| Not at all |
|
3.2% | 5 |
| Other comments: |
19 | ||
| answered question | 156 | ||
|
|
skipped question |
4
|
|
| 6. How have pressures for thought-leadership changed over the past 5-10 years? | |||
|---|---|---|---|
| Response Percent |
Response Count |
||
| Increased |
|
82.4% | 126 |
| Stayed the same |
|
13.7% | 21 |
| Decreased |
|
3.9% | 6 |
| Other comments: |
19 | ||
| answered question | 153 | ||
|
|
skipped question |
7
|
|
| 7. Which marketing challenges most demand thought-leadership today? (pick all that apply) | |||
|---|---|---|---|
| Response Percent |
Response Count |
||
| Innovation |
|
78.7% | 122 |
| Consumer Insights |
|
58.1% | 90 |
| Shopper Insights |
|
40.6% | 63 |
| Media R.O.I. |
|
40.0% | 62 |
| Building Customer Loyalty |
|
52.9% | 82 |
| Generating Growth |
|
58.7% | 91 |
| Brand Identity |
|
49.0% | 76 |
| Other: |
13 | ||
| answered question | 155 | ||
|
|
skipped question |
5
|
|
| 8. What is your definition of thought-leadership? | ||
|---|---|---|
| Response Count |
||
|
104 | |
| answered question | 104 | |
|
|
skipped question |
56
|
| 9. How has thought-leadership paid off for your company, if at all? | ||
|---|---|---|
| Response Count |
||
|
93 | |
| answered question | 93 | |
|
|
skipped question |
67
|
| 10. Type of company: ഊ ഊ | |||
|---|---|---|---|
| Response Percent |
Response Count |
||
| Agency |
|
28.9% | 43 |
| Manufacturer |
|
12.8% | 19 |
| Service Industry |
|
8.1% | 12 |
| Consulting Firm |
|
24.2% | 36 |
| Marketing Services |
|
9.4% | 14 |
| Media |
|
3.4% | 5 |
| Academia |
|
1.3% | 2 |
| Not-For-Profit |
|
3.4% | 5 |
| Retail |
|
4.0% | 6 |
| Other (please specify) |
|
4.7% | 7 |
| answered question | 149 | ||
|
|
skipped question |
11
|
|
| 11. If Manufacturer or Service industry, which Industry: ഊ ഊ | |||
|---|---|---|---|
| Response Percent |
Response Count |
||
| Apparel |
|
1.4% | 1 |
| Automotive |
|
2.8% | 2 |
| Computer/Software |
|
4.2% | 3 |
| Consumer Electronics |
|
2.8% | 2 |
| Financial Services |
|
9.9% | 7 |
| Healthcare/Pharmaceutical |
|
4.2% | 3 |
| Media/Entertainment |
|
5.6% | 4 |
| Packaged Goods |
|
28.2% | 20 |
| Restaurant |
|
1.4% | 1 |
| Retail |
|
4.2% | 3 |
| Telecomm |
|
2.8% | 2 |
| Travel & Leisure |
|
5.6% | 4 |
| Other (please specify) |
|
26.8% | 19 |
| answered question | 71 | ||
|
|
skipped question |
89
|
|
| 12. Size of Company: ഊ ഊ | |||
|---|---|---|---|
| Response Percent |
Response Count |
||
| Less Than $500MM |
|
64.5% | 91 |
| $501MM - $999MM |
|
9.2% | 13 |
| $1B - $2B |
|
9.9% | 14 |
| $2B-$5B |
|
2.1% | 3 |
| $5B- $10B |
|
3.5% | 5 |
| $10B+ |
|
10.6% | 15 |
| answered question | 141 | ||
|
|
skipped question |
19
|
|
| 13. Number of years in marketing: | |||
|---|---|---|---|
| Response Percent |
Response Count |
||
| More than 15 |
|
61.3% | 92 |
| Ten to 15 |
|
16.0% | 24 |
| Five to 10 |
|
14.7% | 22 |
| Fewer than 5 |
|
8.0% | 12 |
| answered question | 150 | ||
|
|
skipped question |
10
|
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