# Living Research

> The premium format: research that re-authors itself around each reader and stays current between refreshes.

- Canonical: https://trial.futurumgroup.com/services/living-research/
- Published: 2026-09-09

Living Research
Research that re-authors itself around each reader and stays current between refreshes.

In one sentence
Living Research is Futurum’s premium research format: an interactive digital experience whose narrative, charts, recommendations and ROI calculation re-author themselves around each reader’s industry, region, role and situation, sitting on primary research that is re-fielded on a quarterly cadence.

The short version
Type: Engagement · premium format, usually year two of a programme
Living: The experience re-authors per reader, with a personalised ROI figure and a designed, downloadable takeaway
Continuous: Primary research re-fielded quarterly; market data, G2 reviews and telemetry flow in between
Dating: Every signal carries a date, so the work stays fresh without overstating itself
Built from: A full Study — the depth tier of Futurum Custom Research
Best for: Long-running programmes and primary studies, not one-off launch moments

Two ideas, usually bought together.
For programmes deep enough to support it, Futurum builds research that adapts to each reader and stays current over time. Living is about the experience. Continuous is about the data underneath it. They are separable, and they are considerably better together.

One study, many renderings — and a cadence underneath
The study is designed from the outset to be segmented, so the same primary research can speak to a banking CFO in EMEA and a retail VP of engineering in the US without either of them reading around the other.

The asset stops being a download and starts being a tool
A downloaded report is read once, by whoever downloaded it. An experience that answers for the reader's own industry, region and role is used, returned to, and forwarded — and every return visit is a signal about what the market is actually asking.

Be honest about the threshold
Living and continuous are the gold standard and they shine on long-running programmes and full primary studies. For everything else, the same engine produces excellent briefs and reports. Futurum will say plainly which one suits the goal — a single launch moment does not need a living experience, and buying one for that reason wastes the budget.

Where the premium format is the right call
Marketing and analyst relations teams. Last year's study is still good and nobody is reading it any more. One study rendered many ways, with primary research re-fielded quarterly underneath it so the work does not go stale on the page.
Technology vendors. One asset has to work for six industries and four regions without being rewritten six times. The narrative, the charts and the ROI figure re-author per reader, and every signal on the page carries its date.

Frequently asked
What is Living Research? Futurum’s premium research format: an interactive digital experience built on a full primary research study, in which the narrative, charts, recommendations and ROI calculation re-author around each reader’s industry, region, role and situation. Readers can take away a personalised, designed summary of what the research says about an organisation like theirs.
What is the difference between Living and Continuous? Living describes the reading experience — the content adapts per reader. Continuous describes the data — primary research is re-fielded quarterly, with market data, verified G2 reviews and telemetry flowing in between. They are sold separately and usually bought together, because a personalised experience over stale data ages badly.
How often is the underlying data refreshed? Primary research is re-fielded on a quarterly cadence through surveys, executive interviews and AI-moderated voice interviews. Market data, G2 reviews and telemetry update continuously between fields. Every signal is dated so a reader can see the vintage of any individual figure.
Do we need to commission a full study first? Effectively yes. Living Research extends a Study — the depth tier of Futurum Custom Research, backed by full primary research across segments and personas. A Brief or a Report does not carry enough segmentation to re-author meaningfully.
Is this worth it for a single product launch? Usually not, and Futurum will say so. A launch moment is well served by a Brief or a Report plus activation. Living Research pays back on long-running programmes where the same research has to serve many audiences over many quarters and accumulate a trend line.

Pairs well with
Custom Research: Surveys, AI-moderated voice interviews and analyst-led interviews, on top of data we already hold. Brief, report or full study.
ROI Spectrum: A defensible ROI study CFOs accept. Thousands of modelled scenarios, five categories of business impact, a range instead of one flattering number.