Step 2: Uncover insights

To create effective thought leadership that’s based on real-world data, you gather that data through research, observation, and information gathering, typically using a mix of qualitative and quantitave research. You have a number of methods to choose from.

1. Reviewing primary sources: Primary sources, such as technical manuals, patents, industry reports and internal documentation, provide manufacturers with authentic and detailed data. By analyzing these resources, companies can uncover unique insights about trends, innovations or operational efficiencies that competitors might overlook. For example, examining historical production data or engineering specifications can reveal patterns or best practices that serve as the foundation for authoritative content.
2. Interviewing industry stakeholders: Interviewing customers, suppliers, employees and industry experts is a powerful way to gather first-hand perspectives. These interviews can uncover pain points, success stories and emerging challenges within the industry. By presenting these voices in their thought leadership materials, manufacturers not only lend credibility but also align their content with the real-world concerns of their audience.
3. Conducting focus groups: Focus groups provide a controlled environment to gather qualitative insights from a selected audience. Whether engaging customers to explore product perceptions or industry peers to discuss trends, focus groups reveal deep insights that are often inaccessible through other methods. Manufacturers can use these sessions to test a thesis or hunch, validate assumptions, and refine their thought leadership based on direct feedback.
4. Running surveys: Surveys are a versatile tool for collecting both qualitative and quantitative data at scale. By designing targeted surveys distributed across a well-defined sample, manufacturers can gather actionable insights on topics ranging from market trends to customer satisfaction. Online survey tools make this approach cost-effective and efficient, and the aggregated data can be used to create charts, reports, and insights for thought leadership pieces. This is the research method that we used to create our 2025 Thought Leadership in Manufacturing Report.
5. Analyzing industry data: Sometimes, the most valuable insights come from studying existing industry datasets, such as government statistics, market research reports and trade publications. By synthesizing and contextualizing this data, manufacturers can identify trends, gaps and opportunities that resonate with their target audience. Offering a unique interpretation of widely available data can position a manufacturer as a thought leader without the need for primary data collection.

Each of these methods can yield valuable insights when executed correctly, providing the foundation for thought leadership content that is both relevant and authoritative. By using one or more of these approaches as needed to suit the type of content being created, manufacturers can ensure their research is robust, credible and aligned with their audience’s needs.

Step 4: Ask the right questions

The most effective thought leadership answers a pressing question, solves a common challenge, corrects a misunderstood belief, explains a growing trend, or in other ways communicates a message that is topical, timely and trustworthy. To do this, you must ask the right questions. In your research, you must ask only those questions and search only for those facts and data points that either prove or disprove your thesis.

In our report, for example, our point of view was that thought leadership affected decision-making in long-sales-cycle offerings in the manufacturing ecosystem. To provide deeper and more-specific insights, we had to ask our survey respondents the right questions. These questions included:

• Where do you routinely seek information when researching a product, service, or industry trend?
• How much time per week do you spend reading and viewing thought leadership content?
• What are your preferred formats for thought leadership content?
• During which stage of the buying process do you utilize thought leadership?

Step 6: Draw a picture

Typically, the most effective way to present data is visually. That is, to present numbers and percentages visually. Sentences and paragraphs have their place, but the secret to conveying complex findings a persuasively as possible is to render them as a visual. For instance, we asked our survey respondents to rate the importance of thought leadership using a scale from not important at one end to very important at the other end. Then we rendered our findings as a visual that illustrates how important thought leadership is to decision-makers.

At a glance, this chart quickly communicates two vital findings from our study:

1. The C-suite has higher standards for thought leadership. If your audience is the C-suite, you care about this finding
2. Some things about thought leadership are more important to decision-makers than other things. Communicating with a decisive viewpoint is not as vital as basing your thought leadership on real-world experiences, case studies and examples, for instance

Step 8: Refine and reiterate

One thing to note is that thought leadership that’s based upon original research and data is rarely a one-and-done exercise. The shelf life of most thought leadership is short. To stay relevant, your thought leadership must always be current. This means revisiting your research at timely intervals, and revising the data/insights as needed. To get the most from your thought leadership, you must keep it fresh by uncovering new and deeper insights, and publishing again.