Todd and Jenna discuss key elements that should go into the content and design of original research reports. 

• How do you want to position your brand in this research and data collection? Creating a brand-forward design vs creating a third-party-forward design. 
• Visually connect your brand with the research and data in the report.
• Make it easy for your readers to skim by using callouts and sidebars. 
• Include CTAs and tips throughout the report to maximize the value for your readers. 
• Improve credibility of the research by creating a balance of data and aesthetically pleasing content.