12 Aug “How do I get our research in the news?”
New meta-analysis reveals an often-overlooked factor
By Lucy Mitchell
3 min read
Why do some data sets make national headlines while others are ignored? While brand recognition and media relationships often drive research coverage, another key factor is sample size.
The Gold Standard: 2,000 respondents
In June 2026, Reputation Leaders conducted a meta-analysis of 106 US top-tier news articles. The meta-analysis included articles from the 6 months prior that discussed market research. We found that the median sample size of cited research was 2,000 respondents.
2,000 respondents is a sweet spot for research: it allows data to be segmented by demographics such as Gen Z vs. Millennials, male vs. female, or by political orientation. This creates a much richer, more human, and ultimately more readable story for journalists to engage their readers with. For example, this Fast Company article on splitting the bill cuts the 2,000-person data to give a nuanced story on the financial differences between generations. Journalists who frequently cover politics, gender equality, societal issues, and economics will also be more likely to cite the research, extending its appeal. Additionally, humans find it easier to interpret comparison: it is easier for readers to understand research when contrasting genders or generations.
The Silver Standard: Why 1,000 respondents is the baseline
For national consumer sentiment or political polling in the United States, a sample size of 1,000 respondents is the established baseline. This number is not arbitrary; it allows editors to defend a story against an increasingly sceptical public, providing enough statistical weight to withstand accusations of partisan bias or anecdotal reporting. With a sample size of 1,000, your margin of error (the range above and below a percentage in which the actual result might vary) is 3.1%. For example, a reported percentage point of 70% could actually fall between 66.9% and 73.1%. For smaller sample sizes, this range (the margin of error) becomes too wide to draw firm conclusions.
Evidence from recent top-tier reports confirms this threshold. Take, for example, a recent Forbes article titled “Most Employees Are Learning AI By Osmosis These Days”, which quotes a 1000-person survey from Study.com. Although some reports still receive coverage using smaller samples, these usually quote a trusted source, such as this article citing 900-person research from the Pew Research Centre. This gives their data perceived credibility.
To Conclude: Build research around a story
Hitting 1,000 respondents is a non-negotiable when considering consumer sample size. However, consider how the data will help you tell your story. Perhaps you want to examine differences of perspective between the elderly and the young, or how an issue affects genders differently. The answer will determine if demographics are critical to your story. If yes, choose a sample size of 2,000 or more.
At Reputation Leaders, we help you make decisions that drive media coverage. Our research regularly features in publications such as Forbes, People Magazine, and The Independent, and is presented annually at Davos. Schedule a call using the book appointment function in the top right of the page. We’ll use the call to find the right research package to earn you features in major outlets.
This article is for people who have asked:
What sample size should I use for our research?
What sample size should I use for our thought leadership?
How do I get our research in the news?
How do we create research that gets headlines?
What is the best sample size to use for market research?