Want media opportunities that position your B2B SaaS company and spokespeople as experts on what matters today? Journalists are looking for stories with a timely hook, and one of the most successful ways we’ve threaded the needle between editorial needs and client goals is leveraging original data.
But before you assume a significant cost and time commitment is required, hear me out: you don’t need even close to a six-figure research budget to produce newsworthy data. At PANBlast, quick-turn pulse surveys on timely topics are one of the most powerful and cost-effective ways to fuel a modern PR strategy. Some of our best media results have come from just a few thoughtful questions, sent to the right audience.
Why Survey Data Matters
In a media and social environment saturated with AI-generated content, original data stands out by providing brands a unique, authoritative and relevant point of view. Data fuels compelling storytelling, creates memorable soundbites, and powers content across every channel, from earned media to LinkedIn thought leadership to sales decks.
But to get those results, you must know how to approach surveys strategically as part of your SaaS PR strategy and what the media is actually looking for.
To start, journalists aren’t looking for obvious statistics. For example, we all know businesses today are investigating AI’s potential, or that consumers want marketing personalization. Results like these are going straight to the void. A successful survey needs a precise angle, and ideally, one that challenges assumptions or uncovers an emerging trend.
Media don’t care about overly promotional questions or soft “brand lift” findings. The task is to create data that makes a journalist say: “Oooh…interesting.” They want:
- New data
- Friction or debate
- Clear business implications
How to Approach a Survey That Delivers
Great surveys start with strategy. Here are a few tips:
1. Start with your goals. Are you trying to start a conversation in a new vertical? Support a bold prediction? Respond to a trend?
2. Brainstorm data angles. Look at whitespace in analyst reports, competitor messaging, or even Reddit threads. Use generative AI to riff on potential angles.
3. Write bold questions. Ask things people will want to react to: emotion, opinion, fear, aspiration. Yes/no questions and Likert scales are fine, but so is a punchy “Which would you rather give up: Spotify or your morning coffee?”
4. Understand your cost drivers. The survey price depends on the audience targeting (general consumers vs. specific professions, for example), sample size and number of questions. However, you can often get powerful results with 5-10 questions and 100 respondents.
Quantitative surveys are ideal for headline-worthy stats. But don’t forget that qualitative research (interviews, open-ended questions) can add color and context to round out your narrative.
Moving from Data to Insights
Once the data comes in, the narrative building can begin. This is where crosstabs (analyzing how responses differ by gender, age, industry, etc.) can uncover surprising patterns and storylines. Look for outliers, contradictions, and bold stats, those are your headlines. To find the best ones, ask questions like:
- How can this support (or challenge) our client’s POV?
- What’s unexpected or controversial?
One Survey, Many Touchpoints
Even if your survey doesn’t immediately land a feature story, the data becomes a rich, reusable asset across your SaaS PR and marketing mix. Reporters often cite credible stats in roundups and trend pieces, especially if they’re easy to pull and sourced. Earned and owned activations include:
- Announcing the results via press release and on brand social, supporting the data’s citability
- Pitching key findings to top-tier and trade press for inclusion in interviews, features, and quote roundups
- Publishing a blog post or a data deep-dive on your website (again supporting visibility and citability)
- Crafting LinkedIn content for your brand and spokespeople
- Weaving insights into contributed articles, op-eds, newsletters, and speaking abstracts
- Supporting sales or investor materials with a timely, ownable stat
- Fueling demand copy and creative
One smart survey can power your content engine for an entire quarter, or longer. It’s not about making a splash once; it’s about being citable, discoverable, and reusable again and again.
Success Story: Mood Media
When Mood Media wanted to expand its thought leadership and brand visibility into the Quick Service Restaurant (QSR) space, PANBlast delivered original research on a hot-button issue: consumer sentiment on AI in restaurants. We found white space in the market and asked direct, provocative questions. The results landed coverage in Restaurant Business, Nation’s Restaurant News, and Modern Restaurant Management.
We didn’t need 50 questions, a big budget, or 5,000 respondents. We needed a sharp consumer-audience idea, executed well, and distributed smartly.
100% of Successful Data Campaigns Remember These Takeaways (Okay, I made that stat up, but it’s probably true.)
- Strong surveys start with strategy
- Bold, clear questions drive impact
- AI is a tool, not a shortcut
- Maximize results with smart distribution
If done right, a small survey can unlock central PR values. And with PANBlast, it doesn’t have to cost a fortune or take months to execute. Let’s work together to build a fresh, timely story.