Wakefield Research
A Market Research Company
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Latest posts
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How to Hold Your Research Vendor Accountable: 5 Ways to Ensure Your Survey Data Is Legitimate
There are many excellent research firms that work hard to do right by their partners. But we’re also seeing a rise in “slop data” – even from firms with good reputations. That’s survey data from respondents who aren’t who they claim to be, or aren’t real people at all. It often…
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Why Millennials Feel Financial Stress Even When They’re Getting By
Financial stability doesn’t always mean financial peace of mind. An article in Scary Mommy explores the low-grade anxiety many Millennials experience when they’re able to pay their bills but have little financial cushion for unexpected expenses. The story cites a Wakefield…
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When It Comes to Research, There’s Still No Substitute for Real People
Artificial intelligence can predict what people might say. But can it actually stand in for real people in survey research? New findings from Pew Research Center suggest the answer is no. Pew Research Center put that very question to the test by creating AI-generated “synthetic”…
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How Hypothesis-Driven Research Generates Earned Media
Original research can be a powerful tool for generating earned media, but the strongest stories begin long before a survey goes into the field. In an article for PRNEWS, Wakefield Research Senior Partner Nathan Richter explains why brands should start with an evidence-based…
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Young Americans Are Taking Money Trouble to AI
According to a Wakefield Research survey conducted on behalf of National Debt Relief, younger Americans are increasingly turning to AI for help navigating financial stress. Nearly seven in 10 Millennials (69%) and 64% of Gen Z have used AI for advice about a financial challenge,…
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4 Rules for Research That Survives Media Scrutiny
Great research doesn't just earn headlines — it stands up to scrutiny and builds trust. Wakefield Research Senior Partner Nathan Richter writes in detail in the September issue of PRSA’s Strategies & Tactics about ways to address the challenges that every communications team is…
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Annual Research Stays Newsworthy with Fresh Thinking
Annual research can be a powerful way for brands to build authority, generate media attention, and stay connected to ongoing industry conversations. But consistency alone does not guarantee engagement. The research that continues to resonate year after year is the research that…
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Average Annual Spending to Defend Against Cyberattacks Balloons as Businesses Invest in Readiness
Cyberattacks have become such a frequent economic occurrence that organizations are having to spend serious money. Now, leaders want to both be ready enough to defend against hackers and prepared to pay for fallout from the aftermath of such attacks when they do happen. The…
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Nearly Two-Fifths of U.K. SMEs Hit by Cyberattacks
For years, cyberattacks were anomalies, fodder for headlines. Now they’re an undeniable part of daily workflow, requiring a fundamental shift from reactive defense to a constant readiness for cyber resilience as they cost businesses time, money, and reputational risk. BBC…
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How Research Can Boost Brand Visibility in AI Search
What does it take for a brand to stand out in AI search? In an article for O’Dwyer’s, Wakefield Research Senior Partner Nathan Richter explains why credible, proprietary research is becoming an increasingly powerful tool for brands looking to strengthen their visibility and…