Challenge
INK transformed Attentive’s Consumer Pulse research into a communications platform designed to generate media relevance, shape industry conversations, and strengthen the company’s thought leadership. Attentive regularly surveys consumers to give its customers insight into shopping behaviors, but the findings had historically been positioned primarily for marketers. INK saw an opportunity to extend the value of the research by reframing it for broader audiences and integrating it more intentionally into Attentive’s communications strategy across the retail and marketing industries.
Solution
INK integrated with Attentive’s internal research team that was fielding the surveys, tweaking questions to garner consumer data that would be particularly attractive to media. The media team then built a consistent cadence of outreach to core targets, sharing data with them and seeking feedback on what information they might need for future coverage, thereby building relationships with the journalists most likely to cover the survey results. INK also changed how we released survey data externally, shifting the positioning to resonate with audiences beyond Attentive’s marketer clients. Press releases were structured around clear, authoritative insights that could perform across traditional search and generative AI platforms, helping Attentive’s expertise surface wherever audiences look for information.
INK helped us supercharge our research and create stories that excited media, giving reporters timely insights and strengthening Attentive’s voice in priority markets.
Jess Ellis
Senior Director, Brand & Content Marketing, Attentive
Results
For the summer 2026 report, INK framed the narrative around the early start to holiday shopping and the ever-increasing role of AI in marketing performance. The report generated 13 unique articles with an estimated reach of 1.2 million. Coverage included priority publications such as Retail Dive, eMarketer, Chain Store Age, and eCommerce News, with additional press release pick up in Canada and the UK. A subsequent consumer story was published across 26 McClatchy outlets, adding an estimated 13.4 million in reach.
Attentive’s consumer research is now a consistent media driver, affirming the brand’s authority on consumer behavior and AI’s influence on the shopping experience.
