In this episode of the Happy Market Research Podcast, Dan Fleetwood speaks with Svetlana Gershman, Senior Vice President at Method Communications, about how research can drive media coverage, brand positioning, and thought leadership. Svetlana shares how her background in marketing research evolved into a role inside a PR agency, where research is used not only to inform strategy but also to create credible, newsworthy stories. The conversation covers how to design studies with headlines in mind, why researchers should collaborate closely with PR strategists and journalists, and how brands can stand out in noisy spaces like AI by owning their unique point of view.
In this episode, Dan Fleetwood talks with Svetlana Gershman about the intersection of market research, PR, media coverage, and thought leadership.
Svetlana shares how she entered market research after initially planning to become a lawyer, eventually beginning her career as a data analyst at PSB working on messaging research for Microsoft. She explains how her current role at Method Communications blends research with PR strategy, helping brands create stories when there is no obvious news moment.
The conversation explores what makes research valuable for media coverage, including the importance of starting with objectives, thinking about headlines early, designing studies carefully, and collaborating with former journalists and PR strategists. Svetlana also discusses common mistakes brands make, such as rushing into fielding without a strong design or treating thought leadership research as a one-off project.
Guest:
Svetlana Gershman – Senior Vice President at Method Communications, with over 20 years of experience in insights generation. She specializes in turning broad business questions into research programs that combine primary and syndicated data to guide business growth, marketing strategy, and brand positioning. With deep experience in the technology sector, Svetlana brings a strong understanding of the industry’s nuances and challenges, helping organizations translate complex research into actionable answers.
Useful links:
Svetlana Gershman on LinkedIn: https://www.linkedin.com/in/svetlanagershman/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
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