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
view commentOther comments: 19
  answered question 158
 
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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
view commentOther comments: 18
  answered question 155
 
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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
view commentWhy or why not? 35
  answered question 155
 
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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
view commentOther: 12
  answered question 151
 
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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
view commentOther comments: 19
  answered question 156
 
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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
view commentOther comments: 19
  answered question 153
 
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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
view commentOther: 13
  answered question 155
 
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8. What is your definition of thought-leadership?
  Response
Count
view comment 104
  answered question 104
 
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9. How has thought-leadership paid off for your company, if at all?
  Response
Count
view comment 93
  answered question 93
 
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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
view commentOther (please specify)
4.7% 7
  answered question 149
 
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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
view commentOther (please specify)
26.8% 19
  answered question 71
 
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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
 
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਀ഊ
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
 
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