This week, we launched our 2027 High Growth Study (click the link to join the study).
Today, I’m going to give you a little back story on this ongoing project and explain why we invest so much in it. I also want you to think about whether it could be a model for your own marketing.
Way back in 2008, Hinge partner and former academic researcher, Lee Frederiksen, published our first marketing research study, Defying Gravity. It surveyed 100 firm CEOs and covered topics such as marketplace challenges, competitive strategies and factors driving success.
But what made it special was its focus on high-growth firms.
These firms grew 9 times faster than their competitors and were 50% more profitable—and at the time they spent far less on marketing. How did they do it? That’s what we set out to discover.
We soon followed up with our first book, Spiraling Up, which expanded on the lessons we learned—and helped build Hinge’s reputation as an innovative, research-forward marketing firm.
Each year, we published more research on topics of interest to our audience (such as buyer behavior, firm valuations and employer branding), but we kept returning to the theme of high-growth firms and what drives their success. The concept resonated with clients and prospects.
And frankly, we wanted to know what made these firms so successful, too.
Then in 2015, we decided to systematize our study of the professional services marketing environment and the elite firms that outperform their peers. Every year since, we have published a new High Growth Study edition, including breakout reports for key industries.
The study has been a boon for our reputation and business. As I (and others) have long pointed out, research that is broadly relevant to your audience—so-called “research as content”—can be a very powerful marketing and business development tool.
Leaders in virtually every industry have known this for years. They are often known for their research—and sought out for the deeper understanding research brings to their work.
But research is not just for the industry giants. Hinge is living proof of that. Many smaller firms produce important studies that benefit their audiences and themselves. Is it a significant investment? Yes. Is it hard work? Yes. But the payoff can be significant.
In the case of my firm, research has become part of Hinge’s DNA—and a key factor that differentiates us from competitors. If you are struggling with differentiation, or if you simply want to raise your thought leadership game, an ongoing program of public-facing research can become an asset of immeasurable value.
Your Part in Our Story
At Hinge, we give away much of our research for free. We make our all-industry report freely available on our website. And while we charge a fee for our in-depth industry reports, we publish key highlights of each on our blog. I use many of these insights to inform what I write here.
But we couldn’t offer this public service without the generous assistance of people like you.
So I am asking: Do you mind spending 15-20 minutes to take this year’s survey? All results are kept completely confidential.
As a thank you for completing your survey, you will receive a complimentary copy of the industry report of your choice as soon as it is released in early 2027. (After release, each report will sell for $799.)
You will also be entered into a drawing for a gift of your choice worth up to $500. Complete your survey by October 15th and you will receive five drawing entries!
I hope you will consider helping us help marketers like you deepen our understanding of what drives professional services marketing success.
