Research is worth its weight in gold

If you’ve ever sat in a strategy meeting wondering whether the latest idea is bold brilliance or blind optimism, you’ll know the value of good research. In a world where opinions are plentiful and attention spans are short, research isn’t just useful – it’s essential. It’s the difference between guessing and knowing, between noise and nuance.

At H/Advisors Cicero, we’ve long believed that research is the golden thread that ties together smart thinking, sharp communications, and strategic clarity. And after 20 years in the insight game, I can confidently say that research can be worth its weight in gold.

Read: How in-depth global polling helped us strategise for the Oversight Board

Corporate communication strategy – how research shapes direction

Let’s start with the obvious. Research informs corporate strategy. Whether you’re entering a new market, repositioning a brand, or navigating regulatory change, evidence-based insights help leaders make decisions with confidence. It’s not just about data, it’s about direction. The best research doesn’t just tell you what’s happening; it helps you understand why, and what to do next.

But the magic really happens when research fuels communications. In media and public affairs, timing and tone are everything. Research helps us understand what audiences care about, how they’re feeling, and what messages will resonate. It’s the difference between shouting into the void and starting a conversation that matters.

And then there’s content. In a crowded digital landscape, thought leadership needs more than just a good headline. It needs substance. Research gives us the credibility to speak with authority, to challenge assumptions, and to offer fresh perspectives. Whether it’s a white paper, a LinkedIn post, or a panel discussion, fresh (and I stress fresh) evidence-based viewpoints help to cut through the clutter and build trust.

Case study: Building a research platform to tell Santander’s story

Of course, not all research is created equal. The best insight work is tailored, timely, and creatively designed. It’s not just about surveys and spreadsheets, but about the storytelling.

That is why the best research (and researchers) understand both the data and the story. And that is the secret in making people care about it.

So yes, research is worth its weight in gold. But only when it’s purposeful, precise, and imaginative. It’s the compass that keeps strategy on course, the lens that brings clarity to complexity, and the spark that turns ideas into impact.

And the impact is always the point.

Read some of our other research case studies to find out how H/Advisors Cicero’s research capabilities can help shape strategy: