The report was based on data from a survey conducted in January and February 2018 among 698 marketers from around the world (53% work for B2B firms, 16% for B2C firms, 26% for hybrid B2B-B2C firms, and 5% for governments/nonprofits).
Respondents were surveyed on how their firms are using original research, which was defined as research published to gain attention from external audiences (benchmarks, salary guides, etc.), not research conducted to meet internal needs (marketing plans, competitive analyses, etc.).
Half of B2B marketers say they have created content based on original research in the past year. This compares with just 35% of B2C marketers.