KRISTJAN ARCHER

STRATEGIC COMMUNICATIONS EDITION

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Player profile

I make research about people trusted, newsworthy, and findable.

For nine years at Gallup I have run communications for research on AI, the future of work, and American public opinion. I pitch the findings to the press, put leaders on stage at Davos, the UN General Assembly, and Aspen, and build the websites where people and AI answer engines find the research.

I also protect Gallup's reputation as a nonpartisan authority when partners like Edward Jones, Meta, and the Walton Family Foundation have their own stories to tell.

Stats

110%year-over-year increase in earned media across all campaigns supported
9 yrsat Gallup, Sr. Manager, Strategic Communications
Tier 1AP · WSJ · NYT · CNN · Bloomberg · Axios
5global stages: Davos, UNGA, Aspen, ASU+GSV, Concordia
2×Gallup All-Star Award, 2019 and 2024

Select World: Campaigns

Four flagship research partnerships. Each one pairs a partner with its own brand story with Gallup's independent findings, and each turned data into national coverage and stage moments.

Money and Meaning

Partner: Edward Jones × Gallup

The quest

Tell the story of how Americans feel about money, fulfillment, and AI's growing role in financial decisions. The headline was that many Americans feel "financially conflicted."

The hard part

Balancing Edward Jones' brand narrative with findings Gallup could stand behind as independent research, then getting both through two approval processes.

▶ Open the research

Event

ASPNAspen Ideas FestivalSession on the conflicted middle Aspen Ideas · YouTube

XP earned: outcomes

—Total media mentions
—Media mentions growth
—Revenue growth
—New business generated
—Social impressions
—Social engagement

Loot: press coverage

WSJWall Street JournalAmericans are financially conflicted, poll findsWSJ · Economy WaPoWashington PostMillions of Americans are paper wealthy, wallet poorWashington Post · Business APAssociated PressAmericans turning to AI for financial planningAP · Wire CBSCBS NewsSurvey finds Americans feel financially conflictedCBS News · Video QZQuartzEdward Jones exec at Aspen on the conflicted middleQuartz · NYSE

Voices of Gen Z

Partner: Walton Family Foundation × Gallup

The quest

Position the study as the trusted read on how the newest generation approaches work, technology, and the future. The 2026 wave found Gen Z's use of AI plateauing as their hope about it fades.

The hard part

Breaking through a crowded "Gen Z and AI" news cycle with a finding that cut against the hype, and landing it with both business and culture desks.

▶ Open the research

XP earned: outcomes

—Total media mentions
—Media mentions growth
—Revenue growth
—New business generated
—Social impressions
—Social engagement

Loot: press coverage

NYTThe New York TimesWhat the Gallup study says about Gen Z and AINYT · Style AXSAxiosNew Gallup polling on Gen Z and AIAxios · Tech CBSCBS NewsHow Gen Z feels about AICBS News · Video GIZGizmodoGen Z's AI use is plateauing, and hope is fadingGizmodo · Tech FUTFuturismGen Z's attitude toward AIFuturism · AI

Healthcare in America

Partner: West Health-Gallup Center

The quest

Turn cost-burden data into national coverage, making Gallup a leading source on how Americans get through the health system. That includes the growing number who ask AI chatbots before a doctor.

Also built

I led design direction and audience strategy for the Center's website, organizing it around how policymakers, reporters, and partners actually search for and use the research.

▶ Open the research hub

Event

SMFRSemaforLive session on healthcare in AmericaSemafor · YouTube

XP earned: outcomes

—Total media mentions
—Media mentions growth
—Revenue growth
—New business generated
—Social impressions
—Social engagement

Loot: press coverage

APAssociated PressPoll: Americans using AI chatbots for health careAP · Health NBCNBC NewsAmericans ration medicine, delay retirement to afford careNBC News · Health USNU.S. News & World ReportAI users among least optimistic tech will help themU.S. News · National FUTFuturismMillions of Americans ask AI instead of a doctorFuturism · AI

Teaching for Tomorrow

Partner: Walton Family Foundation × Gallup

The quest

Communicate a multi-year study of how K-12 teachers use AI, from saving time on lesson prep to wanting clearer guidance from their schools, plus how they see screen time in the classroom.

▶ Open the research

The payoff

I secured an Associated Press exclusive on the research. It generated more than 800 syndications and brought the "AI dividend" for teachers, the time they win back by using AI, into the national conversation.

That momentum fed directly into OpenAI's announcement with the American Federation of Teachers to train 400,000 teachers on AI.

▶ Read OpenAI's announcement

Event

ASPNAspen Ideas FestivalSession on teachers and AIAspen Ideas · YouTube

XP earned: outcomes

—Total media mentions
—Media mentions growth
—Revenue growth
—New business generated
—Social impressions
—Social engagement

Loot: press coverage

APAssociated PressTeachers turn to ChatGPT and AI chatbotsAP · Exclusive NYTThe New York TimesPoll: teachers on screen-time limits in schoolsNYT · U.S. AXSAxiosTeachers want guidance on AI, polling findsAxios · Education CBSCBS NewsNew poll shows some teachers use AI to save timeCBS News · Video

Stage Time: Executive Thought Leadership

Click any stage to watch a clip. I secure the stage, work with conference staff, and help write and prep remarks on the future of work, AI, and U.S. sentiment. Several of these sessions led directly to new business for Gallup.

▶ Davos ▶ UN General Assembly ▶ Aspen Ideas ▶ ASU+GSV ▶ Concordia ▶ Semafor ▶ Axios House

Jon Clifton

CEO, Gallup

SMFRSemafor World Economy Summit2025 SMFRSemafor World of Work2026 CNACNA live interviewSingapore's disengaged workers

Stephanie Marken

Senior Partner, Gallup

CNNCNN The Situation RoomWomen's health and dismissive doctors

Joe Daly

Global Managing Partner, Gallup

AXSAxios HouseLive conversation

Written Books: Blogs, Ghostwriting & Methods

I write and ghostwrite Gallup research articles, blogs, and executive bylines, turning survey findings into stories people want to read. The range runs from healthcare and the pay gap to Thanksgiving leftovers.

Poll · Education

Screens are everywhere in classrooms, but teachers are split on whether they work

Gallup NewsRead ▶
Poll · Healthcare

How Americans are supplementing their healthcare visits

Gallup NewsRead ▶
Poll · Workplace

Most adults say companies do a poor job on the CEO-employee pay gap

Gallup NewsRead ▶
Poll · World

Britons' ratings of Germany reach new highs during transition

Gallup NewsRead ▶
Opinion · Culture

What is on America's Thanksgiving leftovers menu

Gallup NewsRead ▶

Enchanted Books: Methods Leadership

I help guide, support, and edit Gallup's methodology blogs, which keep Gallup at the leading edge of how research is done. That includes Gallup's new research on simulated survey responses.

Methodology · AI

Gallup begins research on simulated survey responses

Gallup NewsRead ▶
Methodology · Global

How Gallup developed its global survey questions

Gallup NewsRead ▶
Methodology · Modes

Gallup launches new research on phone interviewing

Gallup NewsRead ▶

Advancements

Milestones from nine years in the world, and one from well outside it.

Advancement Made!
More Than Double
110% YoY increase in earned media, driven by research on workplace AI adoption and public sentiment.
Challenge Complete!
Built the Machine
Built a media intelligence system that runs Meltwater mention data through Claude for automated sentiment modeling.
Advancement Made!
Chain Reaction
An AP exclusive with 800+ syndications that fed into OpenAI's plan with the AFT to train 400,000 teachers.
Advancement Made!
Found by Robots
Redesigned Gallup's Partnership Research Hubs for SEO and AEO, so the research shows up in AI-generated answers.
Advancement Made!
All-Star ×2
Gallup All-Star Award in 2019 and 2024 for excellence in communications and leadership.
Challenge Complete!
Team GB
Great Britain National Fencing Champion, Team GB Olympic and World Championship athlete (2022–23), NCAA Champion.

Crafting Table: How I Work

The recipe I follow on every launch. Every ingredient has to be there, or the story does not hold.

SURVEY DATANEWS HOOKTIMING EXEC VOICEMETHODREPORTER APPROVALSTAGEWEB HUB
makes
TIER-1 STORY64
Data + hookFind the one finding a reporter cannot ignore, and say it in a plain sentence.
MethodShow how it was measured, so the headline holds up to scrutiny.
Voice + stagePrepare an executive to carry the finding on air and on stage.
ApprovalClear the partner's needs and the researchers' standards before anything ships.
Web hubGive the coverage a home built for search and AI answer engines.

Media relations

Tier-1 pitching, exclusives, embargo strategy, crisis response. Tools: CisionOne, Meltwater, Critical Mention.

Writing

Research reports, executive bylines, op-eds, speeches, press releases, and media kits, written and ghostwritten.

Research translation

Reading survey data for the story it supports, and only that story.

Digital + AEO

Information architecture, SEO and answer-engine optimization, social, and email.

Book & Quill: A Letter to Simile

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Why I want to build with you

At Gallup, I spent nine years earning the trust of the public to trust research regarding people's views on the world today. Simile is building simulations of how people think and decide. I believe this is the next step for market research, and it will face more rigorous scrutiny than traditional research ever has.

Reporters, researchers, and buyers will ask why they should believe a simulated answer. Answering that question is the work I have been doing throughout my career. Here is where I would begin:

  1. Earn credibility in public. Pair headline findings with plain-language method stories, and take them to the AP, NYT, Axios, and WSJ reporters who already cover AI and public opinion.
  2. Put the founders on the right stages. Semafor, Axios House, Aspen, and Davos, with remarks and prep that turn a session into coverage and new business.
  3. Get Simile found by the right people. Bring the SEO and AEO playbook behind my research hub redesigns, so the right researchers and buyers find Simile in search and in AI answers.
  4. Measure what the story is doing. Track reach and sentiment with a Claude-powered media intelligence system.

I would welcome the opportunity to discuss what this could look like.

— Kristjan

LinkedIn k.s.archer@me.com
Spawn
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