Market research that connects what customers say with what they do
Numbers tell you what happened. Interviews tell you why. We run both in sequence and turn the findings into recommendations your marketing team and leadership can act on.
- “I like it, but I’ll wait for a promotion.”
- “I can’t see how it’s different from my usual brand.”
- “If it were a bit cheaper, I’d try it.”
The gap between what customers say and what they do is where interviews find the reasons.
Illustrative figures and quotes
Mixed-method market research combines qualitative and quantitative work in sequence: in-depth interviews or focus groups first, to establish what the right question is; then a survey to measure how large that issue is; then interviews again, to explain the results that defied expectations.
Read the full summary
NXT Consulting Group provides mixed-method market research for mid-to-large private enterprises, universities, and government agencies in Thailand. Our consultants design every research instrument, moderate the qualitative work themselves and supervise quantitative fieldwork end to end. Every engagement follows the four-step NXT Insight Loop: Frame the right question through qualitative work, Measure its size quantitatively, Explain the results that break the hypothesis, and Decide by converting findings into options a leadership team can act on. Our instruments span in-depth interviews, focus groups, ethnography, online and face-to-face surveys, price testing, feature trade-off analysis, statistical segmentation, and Social Return on Investment (SROI) evaluation. The service fits best when a decision is already on the table: launching a product, entering a market, diagnosing sales that missed plan, or showing a programme's impact with evidence that can be checked.
- 4 steps
- The NXT Insight Loop framework
- Qual + Quant
- Qualitative and quantitative work in one project
- Online + field
- Online surveys on our partner Z.com Research's panel, plus fieldwork in all 77 provinces
- THB 250K–900K
- Typical project budget
Why a decision can stay open after the research is done
Many organizations already have research reports and still cannot answer the business question. Four situations come up most often.
The survey said customers were interested, but sales did not follow
What people say in a questionnaire and what they pay for can differ widely, so the research needs a step that checks this gap.
The numbers are complete, but nobody can say why
When a result is unexpected, the numbers show by how much. Finding the cause takes interviews.
The questions reached the wrong audience
A questionnaire built on internal assumptions, before talking to real customers, can ask the wrong people or the wrong things.
The analysis has not yet become options
Leaders are left to turn tables and charts into a decision, which is the hardest part of research.
The first three usually come from using a single method, or several methods in an order that does not suit the question. The last comes from research that did not start from the decision to be made. The Insight Loop is designed to address both.
The NXT Insight Loop
Four steps that order the research methods so each step feeds the next.
- 01 · Qualitative
Frame: Ask the right question
In-depth interviews or focus groups to find the real problem, the words customers use, and the factors the team has not yet considered. The research question often changes at this stage.
- 02 · Quantitative
Measure: Size it
The hypotheses from step one shape a survey fielded to a representative sample, so you know how much weight each issue carries and which groups think differently.
- 03 · Qualitative
Explain: Explain the surprises
We go back to interview the groups whose results broke the hypothesis. In our team's experience, the most useful findings often come from this step.
- 04 · Recommendation
Decide: Turn it into options
A decision memo: the options, trade-offs, risks and our recommendation.
Marketing questions, and the methods we use to answer them
We choose methods from the business question, and say plainly when a lighter, less expensive method will do.
What price should we set?
You getThe price range customers accept, and the price point that maximizes revenue
What matters most to customers?
You getA ranking of product features, and what customers will trade off
Which customers should we focus on?
You getStatistically defined segments, with the size and behaviour of each
Which concept should go forward?
You getComparative concept scores, and why customers like or dislike each one
Is the new market large enough?
You getMarket size, competitors and consumer behaviour in the target market
Why are sales below plan?
You getWhere customers drop out of the purchase journey, and why, from their side
How satisfied are customers, and would they recommend us?
You getSatisfaction by touchpoint, and the issues to fix first
What social value does the programme create?
You getAn SROI ratio and monetized outcomes for boards and funders
Online surveys run on the respondent panel of our partner Z.com Research (GMO Research & AI); NXT designs the questionnaire and controls data quality.
What each project delivers
The format depends on the question. The previews below are mock-ups of the formats, not client work.
Decision memo
Options, trade-offs, risks and our recommendation, in a few pages for leadership
Segment profiles
The size, needs and reach channels of each customer segment
Price range chart
The acceptable price range and the recommended price point
Voice of the customer
Real interview quotes grouped by theme, so the team sees the reasons behind the numbers
Data and tables
Cleaned data, cross-tabs and a methods note for teams who will keep working with it
Fieldwork in all 77 provinces
We can collect data in every province through a network of field interviewers and fieldwork partners in each region, alongside online surveys, so the sample reflects real customers in Bangkok and upcountry. Our consultants design the questionnaire, brief interviewers before fieldwork and check data quality before analysis.
How we collect data
- Face-to-face interviews at service points and target areas
- Surveys of shops and business owners
- In-depth interviews on location
- Online surveys on Z.com Research's panel
The 50,000+ figure is our team's experience, including work before NXT was founded.
A strategy and evaluation firm that runs its own research
Every project ends in a recommendation
We turn the findings into strategic recommendations leaders can act on straight away.
The team that designs the study runs the fieldwork
In qualitative work, the quality of a finding depends on who asks the questions, so the people who designed the study conduct the interviews.
Both methods, in the right order
We choose methods by the business question and sequence them so each stage feeds the next.
Clear about limits
We always state how much weight a finding carries and where the data is not yet enough to conclude, and sometimes we advise that research is not needed yet.
Research NXT has delivered
Customer and user research our team designed and ran, across private enterprises, universities, and government.
Passenger satisfaction survey and segmentation for an airline
The marketing team used the findings to build sharper, better-targeted campaigns and service improvement plans.
User behavior research and solution development for a job platform
Delivered a deep view of user behavior, friction, and unmet needs for feature evaluation and prioritization.
Feasibility study for a Luxury Safari Lodge concept in Thailand
The owner received clear market evidence and a business model to support the market-entry decision.
Customer research and go-to-market strategy for a new product
A product direction and go-to-market plan grounded in real market evidence.
Customer research and satisfaction survey for a state-owned bank
Segment-level satisfaction and needs evidence for service development planning.
Tools for marketing teams
Questions worth asking before you commission research
Related reading
Written so the first conversation can start further along.
Our people in this area
Piyamin TrithipcharoenchaiManaging Partner & Co-founderCo-founder of NXT, working across strategy, research and organization developmentView profile
Kanokphan SittiwanchaiEngagement ManagerMaster's in Economics, Manchester · B.Econ. with honours, Chulalongkorn · ISO/IEC 27001 Internal AuditorView profile
Supawit TipkanjanaratConsultantB.A. in Marketing, Chulalongkorn · formerly Senior Analyst, Vitamins Consulting & Research, and Consultant, JenosizeView profileBook a 30-minute call
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