Thinkers360 2025 B2B Thought Leadership Outlook Survey (Our 4th Annual Primary Research)

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Please answer the following questions from your perspective as a CONSUMER of thought leadership content.

	1 - Not at all Important	2 - Slightly Important	3 - Moderately Important	4 - Very Important	5 - Extremely Important
Counter-Intuitive	Counter-Intuitive 1 - Not at all Important	Counter-Intuitive 2 - Slightly Important	Counter-Intuitive 3 - Moderately Important	Counter-Intuitive 4 - Very Important	Counter-Intuitive 5 - Extremely Important
Provocative	Provocative 1 - Not at all Important	Provocative 2 - Slightly Important	Provocative 3 - Moderately Important	Provocative 4 - Very Important	Provocative 5 - Extremely Important
Original	Original 1 - Not at all Important	Original 2 - Slightly Important	Original 3 - Moderately Important	Original 4 - Very Important	Original 5 - Extremely Important
Impactful	Impactful 1 - Not at all Important	Impactful 2 - Slightly Important	Impactful 3 - Moderately Important	Impactful 4 - Very Important	Impactful 5 - Extremely Important
Timely	Timely 1 - Not at all Important	Timely 2 - Slightly Important	Timely 3 - Moderately Important	Timely 4 - Very Important	Timely 5 - Extremely Important
Insightful	Insightful 1 - Not at all Important	Insightful 2 - Slightly Important	Insightful 3 - Moderately Important	Insightful 4 - Very Important	Insightful 5 - Extremely Important
Fact-Based	Fact-Based 1 - Not at all Important	Fact-Based 2 - Slightly Important	Fact-Based 3 - Moderately Important	Fact-Based 4 - Very Important	Fact-Based 5 - Extremely Important
Relevant	Relevant 1 - Not at all Important	Relevant 2 - Slightly Important	Relevant 3 - Moderately Important	Relevant 4 - Very Important	Relevant 5 - Extremely Important
Actionable	Actionable 1 - Not at all Important	Actionable 2 - Slightly Important	Actionable 3 - Moderately Important	Actionable 4 - Very Important	Actionable 5 - Extremely Important
Forward-Looking	Forward-Looking 1 - Not at all Important	Forward-Looking 2 - Slightly Important	Forward-Looking 3 - Moderately Important	Forward-Looking 4 - Very Important	Forward-Looking 5 - Extremely Important
Adopted	Adopted 1 - Not at all Important	Adopted 2 - Slightly Important	Adopted 3 - Moderately Important	Adopted 4 - Very Important	Adopted 5 - Extremely Important
Entertaining	Entertaining 1 - Not at all Important	Entertaining 2 - Slightly Important	Entertaining 3 - Moderately Important	Entertaining 4 - Very Important	Entertaining 5 - Extremely Important
Engaging	Engaging 1 - Not at all Important	Engaging 2 - Slightly Important	Engaging 3 - Moderately Important	Engaging 4 - Very Important	Engaging 5 - Extremely Important
Collaborative	Collaborative 1 - Not at all Important	Collaborative 2 - Slightly Important	Collaborative 3 - Moderately Important	Collaborative 4 - Very Important	Collaborative 5 - Extremely Important
Concise	Concise 1 - Not at all Important	Concise 2 - Slightly Important	Concise 3 - Moderately Important	Concise 4 - Very Important	Concise 5 - Extremely Important
Empathetic	Empathetic 1 - Not at all Important	Empathetic 2 - Slightly Important	Empathetic 3 - Moderately Important	Empathetic 4 - Very Important	Empathetic 5 - Extremely Important
Peer-Reviewed	Peer-Reviewed 1 - Not at all Important	Peer-Reviewed 2 - Slightly Important	Peer-Reviewed 3 - Moderately Important	Peer-Reviewed 4 - Very Important	Peer-Reviewed 5 - Extremely Important

1 - Not at all Important

2 - Slightly Important

3 - Moderately Important

4 - Very Important

5 - Extremely Important

Counter-Intuitive

Counter-Intuitive 1 - Not at all Important

Counter-Intuitive 2 - Slightly Important

Counter-Intuitive 3 - Moderately Important

Counter-Intuitive 4 - Very Important

Counter-Intuitive 5 - Extremely Important

Provocative

Provocative 1 - Not at all Important

Provocative 2 - Slightly Important

Provocative 3 - Moderately Important

Provocative 4 - Very Important

Provocative 5 - Extremely Important

Original

Original 1 - Not at all Important

Original 2 - Slightly Important

Original 3 - Moderately Important

Original 4 - Very Important

Original 5 - Extremely Important

Impactful

Impactful 1 - Not at all Important

Impactful 2 - Slightly Important

Impactful 3 - Moderately Important

Impactful 4 - Very Important

Impactful 5 - Extremely Important

Timely

Timely 1 - Not at all Important

Timely 2 - Slightly Important

Timely 3 - Moderately Important

Timely 4 - Very Important

Timely 5 - Extremely Important

Insightful

Insightful 1 - Not at all Important

Insightful 2 - Slightly Important

Insightful 3 - Moderately Important

Insightful 4 - Very Important

Insightful 5 - Extremely Important

Fact-Based

Fact-Based 1 - Not at all Important

Fact-Based 2 - Slightly Important

Fact-Based 3 - Moderately Important

Fact-Based 4 - Very Important

Fact-Based 5 - Extremely Important

Relevant

Relevant 1 - Not at all Important

Relevant 2 - Slightly Important

Relevant 3 - Moderately Important

Relevant 4 - Very Important

Relevant 5 - Extremely Important

Actionable

Actionable 1 - Not at all Important

Actionable 2 - Slightly Important

Actionable 3 - Moderately Important

Actionable 4 - Very Important

Actionable 5 - Extremely Important

Forward-Looking

Forward-Looking 1 - Not at all Important

Forward-Looking 2 - Slightly Important

Forward-Looking 3 - Moderately Important

Forward-Looking 4 - Very Important

Forward-Looking 5 - Extremely Important

Adopted

Adopted 1 - Not at all Important

Adopted 2 - Slightly Important

Adopted 3 - Moderately Important

Adopted 4 - Very Important

Adopted 5 - Extremely Important

Entertaining

Entertaining 1 - Not at all Important

Entertaining 2 - Slightly Important

Entertaining 3 - Moderately Important

Entertaining 4 - Very Important

Entertaining 5 - Extremely Important

Engaging

Engaging 1 - Not at all Important

Engaging 2 - Slightly Important

Engaging 3 - Moderately Important

Engaging 4 - Very Important

Engaging 5 - Extremely Important

Collaborative

Collaborative 1 - Not at all Important

Collaborative 2 - Slightly Important

Collaborative 3 - Moderately Important

Collaborative 4 - Very Important

Collaborative 5 - Extremely Important

Concise

Concise 1 - Not at all Important

Concise 2 - Slightly Important

Concise 3 - Moderately Important

Concise 4 - Very Important

Concise 5 - Extremely Important

Empathetic

Empathetic 1 - Not at all Important

Empathetic 2 - Slightly Important

Empathetic 3 - Moderately Important

Empathetic 4 - Very Important

Empathetic 5 - Extremely Important

Peer-Reviewed

Peer-Reviewed 1 - Not at all Important

Peer-Reviewed 2 - Slightly Important

Peer-Reviewed 3 - Moderately Important

Peer-Reviewed 4 - Very Important

Peer-Reviewed 5 - Extremely Important

	1 - Not at all Important	2 - Slightly Important	3 - Moderately Important	4 - Very Important	5 - Extremely Important
Building Subject Matter Expertise	Building Subject Matter Expertise 1 - Not at all Important	Building Subject Matter Expertise 2 - Slightly Important	Building Subject Matter Expertise 3 - Moderately Important	Building Subject Matter Expertise 4 - Very Important	Building Subject Matter Expertise 5 - Extremely Important
Professional Development	Professional Development 1 - Not at all Important	Professional Development 2 - Slightly Important	Professional Development 3 - Moderately Important	Professional Development 4 - Very Important	Professional Development 5 - Extremely Important
Informing Strategy	Informing Strategy 1 - Not at all Important	Informing Strategy 2 - Slightly Important	Informing Strategy 3 - Moderately Important	Informing Strategy 4 - Very Important	Informing Strategy 5 - Extremely Important
Making Purchase Decisions	Making Purchase Decisions 1 - Not at all Important	Making Purchase Decisions 2 - Slightly Important	Making Purchase Decisions 3 - Moderately Important	Making Purchase Decisions 4 - Very Important	Making Purchase Decisions 5 - Extremely Important
Aiding Decision-Making	Aiding Decision-Making 1 - Not at all Important	Aiding Decision-Making 2 - Slightly Important	Aiding Decision-Making 3 - Moderately Important	Aiding Decision-Making 4 - Very Important	Aiding Decision-Making 5 - Extremely Important
Researching Companies	Researching Companies 1 - Not at all Important	Researching Companies 2 - Slightly Important	Researching Companies 3 - Moderately Important	Researching Companies 4 - Very Important	Researching Companies 5 - Extremely Important
Performing Marketing Research	Performing Marketing Research 1 - Not at all Important	Performing Marketing Research 2 - Slightly Important	Performing Marketing Research 3 - Moderately Important	Performing Marketing Research 4 - Very Important	Performing Marketing Research 5 - Extremely Important

1 - Not at all Important

2 - Slightly Important

3 - Moderately Important

4 - Very Important

5 - Extremely Important

Building Subject Matter Expertise

Building Subject Matter Expertise 1 - Not at all Important

Building Subject Matter Expertise 2 - Slightly Important

Building Subject Matter Expertise 3 - Moderately Important

Building Subject Matter Expertise 4 - Very Important

Building Subject Matter Expertise 5 - Extremely Important

Professional Development

Professional Development 1 - Not at all Important

Professional Development 2 - Slightly Important

Professional Development 3 - Moderately Important

Professional Development 4 - Very Important

Professional Development 5 - Extremely Important

Informing Strategy

Informing Strategy 1 - Not at all Important

Informing Strategy 2 - Slightly Important

Informing Strategy 3 - Moderately Important

Informing Strategy 4 - Very Important

Informing Strategy 5 - Extremely Important

Making Purchase Decisions

Making Purchase Decisions 1 - Not at all Important

Making Purchase Decisions 2 - Slightly Important

Making Purchase Decisions 3 - Moderately Important

Making Purchase Decisions 4 - Very Important

Making Purchase Decisions 5 - Extremely Important

Aiding Decision-Making

Aiding Decision-Making 1 - Not at all Important

Aiding Decision-Making 2 - Slightly Important

Aiding Decision-Making 3 - Moderately Important

Aiding Decision-Making 4 - Very Important

Aiding Decision-Making 5 - Extremely Important

Researching Companies

Researching Companies 1 - Not at all Important

Researching Companies 2 - Slightly Important

Researching Companies 3 - Moderately Important

Researching Companies 4 - Very Important

Researching Companies 5 - Extremely Important

Performing Marketing Research

Performing Marketing Research 1 - Not at all Important

Performing Marketing Research 2 - Slightly Important

Performing Marketing Research 3 - Moderately Important

Performing Marketing Research 4 - Very Important

Performing Marketing Research 5 - Extremely Important

	Primary	Secondary	Not Applicable
Academic Web Sites	Academic Web Sites Primary	Academic Web Sites Secondary	Academic Web Sites Not Applicable
Association Web Sites	Association Web Sites Primary	Association Web Sites Secondary	Association Web Sites Not Applicable
Conferences & Events	Conferences & Events Primary	Conferences & Events Secondary	Conferences & Events Not Applicable
Social Media Channels	Social Media Channels Primary	Social Media Channels Secondary	Social Media Channels Not Applicable
Specialist Communities	Specialist Communities Primary	Specialist Communities Secondary	Specialist Communities Not Applicable
Publisher Web Sites	Publisher Web Sites Primary	Publisher Web Sites Secondary	Publisher Web Sites Not Applicable
Vendor Web Sites	Vendor Web Sites Primary	Vendor Web Sites Secondary	Vendor Web Sites Not Applicable
Individual Web Sites	Individual Web Sites Primary	Individual Web Sites Secondary	Individual Web Sites Not Applicable

Primary

Secondary

Not Applicable

Academic Web Sites

Academic Web Sites Primary

Academic Web Sites Secondary

Academic Web Sites Not Applicable

Association Web Sites

Association Web Sites Primary

Association Web Sites Secondary

Association Web Sites Not Applicable

Conferences & Events

Conferences & Events Primary

Conferences & Events Secondary

Conferences & Events Not Applicable

Social Media Channels

Social Media Channels Primary

Social Media Channels Secondary

Social Media Channels Not Applicable

Specialist Communities

Specialist Communities Primary

Specialist Communities Secondary

Specialist Communities Not Applicable

Publisher Web Sites

Publisher Web Sites Primary

Publisher Web Sites Secondary

Publisher Web Sites Not Applicable

Vendor Web Sites

Vendor Web Sites Primary

Vendor Web Sites Secondary

Vendor Web Sites Not Applicable

Individual Web Sites

Individual Web Sites Primary

Individual Web Sites Secondary

Individual Web Sites Not Applicable

Thinkers360 2025 B2B Thought Leadership Outlook Survey
(Our 4th Annual Primary Research)

Page 1 of 2: Thought Leadership Consumption

Question Title

1. Thought Leadership Evolution

Please share your thoughts on the importance of thought leadership and its evolution in the marketplace (optional):

Question Title

2. Thought Leadership Attributes

Please rate the importance of these attributes in world-class thought leadership: (Required.)

Question Title

3. Thought Leadership Benefits

Please rate the importance of thought leadership you consume in supporting the following: (Required.)

Question Title

4. Thought Leadership Time Investment

On average, how much time per week do you spend consuming thought leadership?
(Required.)

Question Title

5. Thought Leadership Personas

Which personas do you most regularly source your thought leadership from? (please select the top three): (Required.)

Question Title

6. Thought Leadership Sources

What are the primary and secondary sources for the thought leadership content you consume? (Required.)

Question Title

* 1. Thought Leadership EvolutionPlease share your thoughts on the importance of thought leadership and its evolution in the marketplace (optional):

Question Title

* 2. Thought Leadership AttributesPlease rate the importance of these attributes in world-class thought leadership: (Required.)

Question Title

* 3. Thought Leadership BenefitsPlease rate the importance of thought leadership you consume in supporting the following: (Required.)

Question Title

* 4. Thought Leadership Time InvestmentOn average, how much time per week do you spend consuming thought leadership? (Required.)

Question Title

* 5. Thought Leadership PersonasWhich personas do you most regularly source your thought leadership from? (please select the top three): (Required.)

Question Title

* 6. Thought Leadership SourcesWhat are the primary and secondary sources for the thought leadership content you consume? (Required.)

1. Thought Leadership Evolution

Please share your thoughts on the importance of thought leadership and its evolution in the marketplace (optional):

2. Thought Leadership Attributes

Please rate the importance of these attributes in world-class thought leadership: (Required.)

3. Thought Leadership Benefits

Please rate the importance of thought leadership you consume in supporting the following: (Required.)

4. Thought Leadership Time Investment

On average, how much time per week do you spend consuming thought leadership?
(Required.)

5. Thought Leadership Personas

Which personas do you most regularly source your thought leadership from? (please select the top three): (Required.)

6. Thought Leadership Sources

What are the primary and secondary sources for the thought leadership content you consume? (Required.)