Go-to-Market department
Market research, delivered remotely and on a schedule
Decisions about pricing, positioning and new markets often rest on whatever someone found in an afternoon. Nexoryl runs market research as a managed department: competitive, pricing and customer research on a repeatable cadence, conducted online, and written up with every source and assumption visible.
The first button opens an email to info@nexoryl.com.
You bring
- The decision you need to make
- Customer contacts, where relevant
- Your deadline
Nexoryl runs
- Research design
- Desk research
- Surveys
- Interviews
- Analysis
You get
- Findings with every source cited
- Recommendations against the decision
- Data you can reuse
- Operating model
- A managed research function with a question log, a method for each question and a delivery calendar. Not a one-off report that's dated by next quarter.
- Delivery model
- Remote. Desk research, online surveys and video or phone interviews. No in-person fieldwork.
- Usual starting scope
- One decision, such as pricing or a market entry, researched end to end, then recurring competitor monitoring.
- Typical roles
- A research lead, research analysts, and survey or interview support as the method needs.
- Runs inside
- Your survey tool or ours, shared drives for datasets, and your CRM for win/loss and customer samples.
- Engagement
- A scoped project for the first question, then a monthly research cadence.
Overview
What is market research?
Market research is the structured collection and analysis of information about markets, competitors and customers, used to make a specific business decision with less guesswork.
It includes desk research using published sources and primary research, where you ask customers or prospects directly through surveys and interviews. Good research starts from the decision it needs to support, not from a topic.
Nexoryl model
What does Nexoryl's Market Research department do?
It turns commercial questions into research plans, carries out desk and primary research remotely, and delivers findings with sources, methods and confidence levels stated, on a schedule your planning cycle can rely on.
It sits in Go-to-Market because most of its questions are commercial: who to target, what to charge, how to position. Analysis of your internal data sits with Data & Analytics; the two work together when a question needs both.
- Responsible for
- Competitive analysis, pricing research, customer research, market sizing, win/loss analysis and recurring market monitoring.
- Not included
- In-person focus groups, street or store fieldwork, mystery shopping, and panel incentive costs.
- Connects to
- Marketing, Sales, Data & Analytics and Business Development.
Research types
Which kind of research answers which question.
The method follows the question. Asking customers what they'd pay needs different research from sizing a market.
| Research type | Typical question | Main methods | What you receive |
|---|---|---|---|
| Competitive analysis | How do we compare, and where are the gaps? | Desk research, product and pricing page reviews, review-site analysis | Competitor profiles and a comparison matrix |
| Pricing research | What will customers pay, and how should we package it? | Competitor price mapping, Van Westendorp or conjoint-style surveys | Price ranges, packaging options and the evidence behind them |
| Customer research | Why do customers buy, stay or leave? | Remote interviews, online surveys, review and support-ticket analysis | Themes, verbatim evidence and a priorities summary |
| Market sizing | How big is the opportunity? | Top-down and bottom-up models from published data | A model with sources and assumptions you can change |
| Win/loss analysis | Why do we win or lose deals? | Interviews with recent buyers and lost prospects, CRM analysis | Win and loss reasons, with recommended changes |
| Market monitoring | What's changing that we should know about? | Ongoing tracking of competitors, pricing and announcements | Monthly or quarterly briefings |
Why research gets ignored
Four reasons research fails to change anything.
A report that doesn't change a decision cost money and produced nothing. These are the usual causes.
Research without a decision
- Shows up as
- A long report everyone reads once and nobody acts on.
- We look at
- The decision the research is meant to inform, and who will make it.
- What changes
- Every project starts with a written decision question and ends with recommendations against it.
Unsourced numbers
- Shows up as
- Market sizes and competitor claims copied from blog posts with no traceable source.
- We look at
- Where each figure in your current materials actually comes from.
- What changes
- Every number cited, with assumptions and a confidence level stated.
Surveys that lead the answer
- Shows up as
- Questions written to confirm what the team already believes.
- We look at
- Sampling, question wording and how respondents were recruited.
- What changes
- Neutral questionnaires reviewed before fielding, with sample limits stated in the findings.
One-off snapshots
- Shows up as
- Last year's competitor analysis still informing this year's pricing.
- We look at
- How often your market and competitors actually change.
- What changes
- A monitoring cadence that keeps key findings current.
What the department covers
Market research services.
Six research areas, each run with the same discipline: a decision question, a stated method and cited sources.
Competitive intelligence
Who you're up against and how they're moving.
- Competitor profiles
- Feature and positioning comparisons
- Review-site and sentiment analysis
- Ongoing competitor tracking
Pricing research
Evidence for what to charge and how to package it.
- Competitor price mapping
- Willingness-to-pay surveys
- Packaging and tier analysis
- Price change monitoring
Customer and buyer research
Why people buy, stay and leave.
- Remote customer interviews
- Online surveys
- Buyer persona development
- Review and support-ticket themes
Market sizing and entry
How big an opportunity is, and what entering it would take.
- TAM, SAM and SOM models
- Market entry assessments
- Segment prioritisation
- Channel and regulatory landscape summaries
Win/loss analysis
Why deals go the way they do.
- Buyer and lost-prospect interviews
- CRM win/loss analysis
- Objection and competitor themes
- Recommendations for sales and product
Research operations
The machinery behind research you can repeat.
- Research question log
- Survey programming and sampling
- Interview recruitment and scheduling
- Source libraries and datasets
How remote delivery works
How a research project runs.
Method and limits are agreed before work starts, so nobody is surprised by what the research can and can't say.
Step 1: Frame the decision
The question, the decision it informs, who decides and by when.
Step 2: Choose the method
Desk, survey, interview or a mix, with sample sizes and limits explained before work starts.
Step 3: Collect
Desk research, online surveys and video interviews, with participants drawn from your customers, your CRM or online panels you approve and pay for.
Step 4: Analyse
Findings coded, quantified where possible and checked against the sources.
Step 5: Report
A written report with recommendations, sources, method and confidence levels, plus the underlying data.
Step 6: Monitor
Key findings kept current through scheduled updates where the market moves quickly.
Interview participants are approached with your permission and handled under your data protection policy. Recordings and transcripts stay in storage you control.
Scope and boundaries
What's included, and what stays with you.
Everything here can be done online. Research that needs people in a room or a shop is out of scope.
Included
- Research planning and method design
- Desk research with cited sources
- Online survey design, programming and analysis
- Remote interviews by video or phone
- Reports, datasets and briefings
- Recurring competitor and market monitoring
Not included
- In-person focus groups, street intercepts or store visits
- Mystery shopping
- Panel or incentive costs, which are quoted in advance and paid by you
- Paid syndicated reports, bought by you if needed
- Internal data analysis beyond the research question, which sits with Data & Analytics
What you provide
- The decision and its deadline
- Access to customer contacts or CRM samples where relevant
- Approval of survey and interview materials
- Your data protection requirements
Tools and sources
Where the work happens.
Primary research runs in standard survey and video tools. Desk research favours primary sources over summaries of them.
- Surveys
- TypeformSurveyMonkeyQualtricsGoogle Forms
- Interviews
- ZoomMicrosoft TeamsGoogle MeetTranscription tools
- Desk research
- Company filingsGovernment and industry statisticsReview platforms
- Analysis
- SpreadsheetsYour BI toolQualitative coding frameworks
Named as examples of tools and source types we use. They don't imply a partnership or certification.
Measurement
How a research department is measured.
The test of research is whether it changed a decision, then whether it was rigorous and on time.
Decision usefulness
- Decisions informed per quarter
- Recommendations adopted
- Stakeholder feedback
Rigour
- Sources cited per finding
- Sample size against plan
- Method notes included
Timeliness
- Delivered against agreed dates
- Monitoring updates on schedule
- Turnaround on quick questions
Coverage
- Competitors tracked
- Segments researched
- Questions closed from the log
These are measurement categories, not promised figures.
Who does the work
The people doing the research.
Analysts do the desk work; specialists handle questionnaires and interviews when a project needs primary research.
Research Lead
Frames the decision question, chooses the method and writes the recommendations.
Research Analysts
Carry out desk research, analysis and reporting, with sources logged as they go.
Survey and Interview Specialist
Writes questionnaires, recruits participants and runs interviews.
A good fit when
- A pricing or market-entry decision is coming with little evidence behind it
- Competitor knowledge is scattered across people's heads and bookmarks
- You've never formally asked lost prospects why they didn't buy
- Market size figures in your deck have no traceable source
Probably not the right fit when
- You need in-person focus groups or field research
- You want research to confirm a decision already made
- You need a single statistic quickly, with no method behind it
Ways to start
Three ways to begin.
One well-framed decision is the best first project. It shows how the research works before you commit to a cadence.
Decision research project
One commercial question researched end to end, with a report and recommendations.
Competitor monitoring
Ongoing tracking of named competitors, pricing and announcements, with regular briefings.
Managed research function
A research cadence matched to your planning cycle, working from a shared question log.
Fees depend on method and scope. Panel and incentive costs for surveys are quoted separately in advance.
Questions
Questions about market research.
If your question isn't here, email us. The right method depends on the decision you're facing.
What types of market research do you provide?
Competitive analysis, pricing research, customer and buyer research, market sizing, win/loss analysis and ongoing market monitoring, using desk research, online surveys and remote interviews.
Can market research be done entirely remotely?
Yes, for the methods we use: desk research, online surveys, and video or phone interviews. In-person focus groups and field research aren't part of the service.
How do you make sure findings are reliable?
Every figure is sourced, survey and interview materials are reviewed for leading questions before fielding, and reports state sample sizes, methods and confidence levels.
Who do you survey or interview?
Your customers, prospects or lost deals with your permission, or respondents from online panels you approve. Panel costs are quoted in advance and paid by you.
How is market research different from data analytics?
Market research gathers external evidence about markets, competitors and customers. Data & Analytics works mainly with your internal data. Questions that need both are handled jointly.
How long does a research project take?
It depends on the method. Desk research and competitor analysis are usually quicker than survey or interview projects, which need recruitment time. The timeline is agreed when the method is chosen.
Can you size a market for an investor deck?
Yes, with top-down and bottom-up models, cited sources and stated assumptions you can adjust, so the figure stands up to questions.
What do we receive at the end?
A written report with recommendations, the method and sources, and the underlying data or transcripts in formats your team can reuse.
Next step
Bring us the decision you're about to make.
Tell us what you need to decide and by when. We'll propose a method and explain what it can and can't tell you.