Original research and data are key to any great story—but obtaining that data doesn’t have to be as expensive or time-consuming as you may think.

More than two-thirds of consumer research now comes from omnibus surveys, or a method of quantitative marketing research that delivers fast, easy and relatively low-cost answers to a broad spectrum of questions. The best part? The media love omnibus research and, often, will include this type of data in articles. So, the next time you are pushing out a new product announcement, brainstorming ideas for new content or trying to place a hard-to-pitch story, consider gathering some quick data points as an inflection to bolster your story. With a typical audience size of 1,000 to 2,000 U.S. adults, the omnibus survey is the best and most effective way to deliver results.