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BARC's Topical Surveys get you ahead of the competition

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Content marketing is getting more and more competitive

In the beginning, achieving success with content marketing was quite easy. Since very few companies used these tactics, those who did gained a clear advantage.

Today the world has drastically changed. Now the word has spread about the success some companies have had with content marketing and the value it has delivered, the content and information space has become crowded and very competitive.

The result: consumers are now drowning in information. Something called content fatigue has kicked in.

Still, content marketing is one of the most successful marketing tactics out there. Recent studies show that content marketing “generates over three times as many leads as outbound marketing and costs 62% less.“

So, the question is: what differentiates content marketing leaders from the rest of the pack? What do marketers have to do to get content marketing right?

One essential part of the answer is this: There is a need to focus on delivering highly valuable and relevant content to your audience. Content should be tailor-made to the specific pain points and needs of the people you want to reach.

Besides making content more helpful and easier to consume, content marketing leaders increasingly use original data-based research as a means to increase the value their target group gains from consuming their content.

Since there is so much information available today, consumers nowadays are very selective about what they consume and trust. Our own research shows that 98 percent of BI Survey participants agree with the statement “I place high emphasis on the trustworthiness of the source”.

Therefore, being able to provide content based on original market research from an independent and neutral analyst firm will give you a head-start on the competition when it comes to building a successful content marketing program.

Our topical user surveys are specifically designed to give you this head-start.

What our surveys offer

BARC's Topical Surveys provide you with a wealth of benefits.

Attract new visitors

BARC surveys provide valuable content for decision-makers who need to research a certain topic. Use our research to attract and convert new website visitors.

Generate leads

BARC surveys are an excellent tool for lead generation. As a sponsor you can distribute this high-quality content on your website for download.

Level-up your content

Fuel your content channels with blogs or posts based on our original survey-based research. Attract readers who are looking for information on how to address a specific pain point.

Create awareness

Create awareness among customers, press, partners and investors. Position yourself as a relevant provider and thought leader on a particular topic.

Understand your audience

Find out what your target group thinks about a certain topic, which pain points you need to address, and which benefits they expect.

Gain insights

Get first hand and representative information on how a market trend is perceived by real end users and where they want to invest.

Reach/Statistics

300

Readers of BARC research per year worldwide

18

Verified survey participants in the BARC panel

10

Annual market research user studies
About

BARC Topical Surveys

Topical Surveys support end-user organizations in their IT/digital strategies and their choice of partners. Our research analyzes the latest market and technology trends – as well as changes to ecosystems – to guide end-user organizations in their digital transformation journey.

Each DACH-wide study is built on interactions with – and a survey of – 150+ senior buy-side executives. Global surveys are based on 250+ participants.

Topical Surveys are conducted in an independent and objective manner on behalf of several stakeholders.

Our surveys

Choose the survey to fit into your campaigns

Our research agenda reflects the hottest, most relevant topics and pains points in the data, BI and analytics space. See what we have in store for the upcoming year:

Data, BI & Analytics Trend Monitor 2025

Start: Q3 2023
Publication: Q4 2024
Region: Global

BARC’s Data, BI & Analytics Trend Monitor 2024 reflects on the trends currently shaping the BI and data management market. We ask close to 2,500 users, consultants and vendors for their views on the most important trends in BI and data management. Numerous respondents reveal a comprehensive picture of regional, company and industry-specific differences and deliver an up-to-date perspective of the market.

The Data, BI & Analytics Trend Monitor provides detailed information on:

  • Which trends are strongly influencing the market and which ones represent only a niche market?
  • Which trends are most important in specific regions and industries?
  • What differentiates best-in-class companies from the rest?
  • Where do the opinions of users, consultants and vendors diverge?

The State of Data and AI/ML Model Observability: Trends, Challenges, and Best Practices

Start: Q3 2024
Publication: Q4 2024/ Q1 2025
Region: Global

As companies expand the role of data analytics in their business, they collide with the problems of old, bad inputs and unreliable outputs. Data teams can reduce these problems by carefully observing data quality, pipeline performance, and AI/ML model behavior. In fact, the right observability processes and tools help optimize analytical projects of all types to deliver business value. 

This report by BARC will assess the state of data and model observability in today’s enterprise. It will examine adoption drivers, obstacles, challenges, and best practices for success. By comparing best-in-class adopters with laggards, readers will acquire proven techniques for making analytics more timely and more accurate. 

Key questions:

  • Common issues with data quality, data pipeline performance, and AI/ML model behavior 
  • The scale and scope of observability practices across regions, company sizes, and verticals 
  • Why enterprises do and don’t implement observability tools 
  • What business benefits they achieve
  • How data and model observability can fail 
  • Typical use cases and lessons learned from them

Preparing and Delivering Data for AI: Adoption Trends, Requirements, and Best Practices

Start: Q3 2024
Publication: Q4 2024/ Q1 2025
Region: Global

Artificial intelligence initiatives put a lot of pressure on enterprise data teams. These teams, already busy managing structured tables for traditional analytics, must learn new tools, techniques, and processes to prepare multi-structured datasets for AI/ML and now GenAI models. They also must extend their data governance programs to minimize risks related to accuracy, privacy, and explainability.

This survey-based report assesses the status of data delivery across hybrid and cloud or multi-cloud environments to support AI. It examines the objectives, challenges, requirements, use cases, and best practices of both large and small companies across the globe. It explores how various data stakeholders integrate, store, master, catalog, and observe the various datasets that feed AI-driven applications—and how they support the lifecycle of AI models.

Lessons from the Leading Edge - Successful Delivery of AI/GenAI

Start: Q3 2024
Publication: Q4 2024/ Q1 2025
Region: Global Research

This research report explores the best practices, strategies, and innovations of leading companies at the forefront of artificial intelligence (AI). It will identify key factors that distinguish these leaders, how these organizations leverage AI to drive business outcomes, the challenges they face, and the strategies they employ to overcome them.
The report also delves into how these companies foster a culture of innovation, adapt to evolving technologies, and maintain a competitive edge in the AI space.

The survey-based report seeks to uncover actionable insights and best practices that can serve as a guide for enterprise companies aspiring to harness AI’s potential. By highlighting the approaches of the most successful AI-driven companies, “Lessons from the Leading Edge” provides valuable lessons for businesses across various industries looking to stay ahead of the curve in the rapidly evolving AI landscape.

Key Questions:

  • Understanding the project journey
  • Success criteria, failure points, and lessons learned
  • Data’s role in being AI ready
  • Cost strategies

Measuring the Value of Data Assets, Data Products and AI Solutions

Start: Q1/Q2 2025
Publication: Q2 2025
Region: Global Research

This publication will equip data and business executives to understand and better articulate value of their data-related assets along with their analytics and AI implementations. These insights will enable their organizations to make the investments needed to become more data-driven and thrive in the data economy.

 

The State of ESG & Sustainability Reporting 2025

Start: Q1/25
Publication: Q2/25
Region: Global

With 2025 marking the first year of mandatory ESG reporting under the CSRD, and more global regulations on the horizon, this BARC study identifies key insights, challenges and tools for effective ESG data management and reporting. Find out how companies are preparing and how the ESG software market is evolving. 

Data Intelligence Technologies: Successful Deployment Through Functional Coverage and Best Practices

Start: will be conducted with DM Survey 26
Publication: to be announced
Region: Global

The study will analyze recommendations for software selection, the added value achieved through the use of data intelligence technologies, but also the reasons for the failure of data intelligence projects. We will also look at which functions deliver added value and which fail to materialize despite initial requirements.

The study provides users with valuable insights and expertise for selecting and implementing software and implementation, and gives providers a deep insight into current requirements for their product management.

  • Which functions are initially required in the software selection process, and which create added value during use? (To what extent does AI add value?)
  • What major added value can be achieved by using a data intelligence platform, a data catalog or data marketplaces in the various use cases? What are the benefits?
  • What needs to be considered when implementing data intelligence software to ensure successful implementation & operation?
  • How do the requirements for data intelligence technology in companies with professional governance structures differ from those that are just starting out?

Make the Most of your SAP Data

Start: Q4 2024 / Q1 2025 
Publication: Q2 2025 / Q3 2025
Region: Global

As one of the largest business software companies SAP touches many business transactions and generates data. Over 437,000 customers therefore seek for solutions to manage, analyze and use this data.  

  • What are the biggest challenges companies currently face when using SAP data?
  • Which technology is currently used for data management and analytics?
  • Which solutions and subject areas are currently underutilized or require action?
  • What is the future vision for utilizing SAP data and which investments are planned to modernize SAP data usage to execute this vision?
  • What role does AI play in this context?

Global CPM Priorities and Trends Research Report 2025

Start: November 2024
Publication: July 2025
Region: Global

BARC’s and BPM Partners’ new joint research report will provide an up-to-date unique global view of the CPM market. Our comprehensive study combines data from two of the major surveys in this space: BARC’s The Planning Survey 24 and BPM Partners’ 2024 BPM Pulse. The report reflects on the trends currently shaping the CPM market. We ask more than 1,000 users, consultants and vendors for their views on the most important trends in planning, budgeting and forecasting, financial consolidation and supplementary topics. Numerous respondents reveal a comprehensive picture of regional, company and industry-specific differences and deliver an up-to-date perspective of the market.

The report provides detailed information on:

  • Which trends are strongly influencing the market and which ones represent only a niche market
  • Which trends are most important in specific regions and industries
  • What differentiates best-in-class companies from the rest
  • Where the opinions of users, consultants and vendors diverge

Resilient Planning: Strategies, Challenges and Best Practices

Start: Q2 2025
Publication: October 2025
Region: Global

Crises and disruptions are a daily reality in our modern business world. Companies must respond to changes as quickly as possible, ideally anticipate them, and continuously adapt their goals. Corporate planning plays a crucial role in this process, particularly in crisis situations, by providing valuable management insights through up-to-date forecasts, well-founded scenario analyses, and reliable risk assessments. Resilient planning must identify risks and opportunities early, rely on robust processes and methods, and be supported by modern software. Only then can it contribute to increasing a company’s resilience in times of crisis and help it emerge stronger. Proactive action is essential for managers today to ensure the positive development of their organization. Planning, forecasting, and simulation are indispensable tools in this regard.

 

Insight – Decision – Action: How GenAI and Agents can support Decisions and operationalize Actions

Start: Q2 2025
Publication:  Q3 2025
Region: Global

AI and GenAI are certainly among to the top buzzwords of recent years. There is a lot of hype, but also a lot of disillusionment with this technology. Many companies have launched AI initiatives to explore what benefits can be achieved and what they can expect from modern “AI-powered” BI & analytics platforms. Currently, empowering through to sift through data faster and create content more efficiently have emerged as some of the most promising and popular areas for the use of GenAI. Whether the aim is to help knowledge workers to become more productive by uncovering hidden insights, speeding up analysis or automating certain tasks, GenAI has the potential to deliver benefits in many ways.

This study investigates what investments have already been made in AI-based technology in the context of BI & analytics, and what lessons have been learned. It also looks at the plans organizations have to modernize their BI & analytics landscapes and the role that GenAI and agents play in these efforts. Finally, the study examines which areas are most likely to benefit from GenAI and which users – from data engineers to business users – should primarily be equipped with AI-based technologies.

Data, BI & Analytics Trend Monitor 2026

Start: Q3 2024
Publication: Q4 2025
Region: Global

BARC’s Data, BI & Analytics Trend Monitor 2025 reflects on the trends currently shaping the BI and data management market. We ask close to 2,500 users, consultants and vendors for their views on the most important trends in BI and data management. Numerous respondents reveal a comprehensive picture of regional, company and industry-specific differences and deliver an up-to-date perspective of the market.

The Data, BI & Analytics Trend Monitor provides detailed information on:

  • Which trends are strongly influencing the market and which ones represent only a niche market?
  • Which trends are most important in specific regions and industries?
  • What differentiates best-in-class companies from the rest?
  • Where do the opinions of users, consultants and vendors diverge?

Studies already published

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Extras for your campaign

Launch Party Webinar

€3,500

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€1,090

Lead Analyst at your Webinar or Event

€4,500

Complete study in German / English

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Management Summary in German / English

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Infographics in German / English

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Blog Article

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