— Market Research

Research that ends in a decision.

Numbers tell you what happened. Interviews tell you why. We run both, in the right order, so you get an answer you can act on — not data you have to interpret yourself.

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.

NXT Consulting Group provides mixed-method market research for mid-to-large private enterprises, universities, and government agencies in Thailand. What separates us is that we are a strategy consulting firm that designs and runs its own fieldwork, rather than an agency that delivers a report and stops. 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 proving a programme's impact with evidence that withstands scrutiny.

— The problem we solve

Most research fails on the question, not the data.

Plenty of organizations have more than one research report in a drawer and still cannot decide. Four symptoms show up again and again.

The survey said customers were interested. The product did not sell. What people say in a questionnaire and what they pay for are different things, and nothing in the study was designed to catch the gap.

Every number is there, but nobody can explain why. When a result defies expectations, the report can only say by how much — not what caused it. So the decision stalls.

The report ends at tables and charts. Executives are left to translate analysis into a decision, which is the hardest part of the job and the part a consultant should own.

The wrong audience was surveyed. Because the questionnaire was written from the internal team's assumptions, before anyone had talked to a real customer.

All four share one root cause: a single method used alone, or the right methods used in the wrong order.

— How we work

The NXT Insight Loop.

Four steps that make findings usable. The value is in the sequence, not in the number of tools.

Frame — ask the right question

Start qualitative. In-depth interviews or focus groups to find what the real problem is, the words customers actually use, and the factors nobody on the team had considered. This step often changes the research question, which is exactly its purpose.

Measure — size it

Turn those hypotheses into a questionnaire and field it with a representative sample, so you know how much weight each issue carries, which segments disagree, and what the deciding number actually is.

Explain — account for the surprises

Every quantitative study produces results that break the hypothesis. We go back and interview those segments to find out why. In our team's experience, the highest-value findings surface here.

Decide — turn it into options

Delivered as a decision memo: options, trade-offs, risks, and a recommendation we are willing to defend — not a report that ends in a table.

— Methods

Research instruments we design and run ourselves.

— Qualitative

Find the reasoning behind the numbers

In-depth interviews
Focus group discussions
Ethnography and shop-alongs
Expert and stakeholder interviews

— Quantitative

Size it and prove it

Online and face-to-face surveys
Telephone interviewing (CATI)
Price testing (Van Westendorp, Gabor-Granger)
Feature trade-off analysis (Conjoint, MaxDiff)
Statistical customer segmentation

— Impact evaluation

Prove the value created

Social Return on Investment (SROI)
Government programme and CSR evaluation
Satisfaction and engagement measurement (CSAT, NPS)

We pick instruments from your business question, not from what we happen to like running — and we will say plainly when your question does not yet need an expensive one.

— Who it's for

Where we are strongest.

Before launching a new product Concept testing, price testing, and real demand assessment before you commit to production.

Before entering a new market Market sizing, competitor mapping, and consumer behaviour in the target market — so the go/no-go call rests on evidence.

When sales miss the plan Find the cause from the customer's side, rather than from assumptions generated in a meeting room.

When you have to prove a programme's impact Social and economic impact evaluation for government agencies and organizations doing social work.

When the numbers go to a board Figures backed by a defensible methodology, with an explanation a board or funder can follow on one page.

— Why NXT

A strategy firm that runs its own fieldwork.

We sell the answer, not the sample size

Every project ends in strategic recommendations you can act on, not analysis handed over for you to interpret.

The people you meet do the work

In qualitative work the quality of the finding depends on who asks the question, so we do not hand fieldwork to a team that was not in the design.

Both methods, in the right order

Method chosen by your business question, sequenced so each stage feeds the next instead of standing alone.

Honest about the limits

We always state how much weight a finding carries and where the data is not yet enough to conclude — and sometimes we will tell you not to run research at all.

— Proof

Research we have already delivered.

Customer and user research our team designed and ran, across private enterprises, universities, and government.

— Customer Research

Passenger satisfaction survey and segmentation for an airline

Thai VietJet Air

The marketing team used the findings to build sharper, better-targeted campaigns and service improvement plans.

— User Research · Product

User behavior research and solution development for a job platform

SEEK (JobStreet | Jobsdb)

Delivered a deep view of user behavior, friction, and unmet needs for feature evaluation and prioritization.

— Feasibility · New Business

Feasibility study for a Luxury Safari Lodge concept in Thailand

Siam Elite Inter Co., Ltd.

The owner received clear market evidence and a business model to support the market-entry decision.

— Customer Research · Product Strategy

Customer research and go-to-market strategy for a new product

Faculties of Engineering & Medicine, Chulalongkorn University

A product direction and go-to-market plan grounded in real market evidence.

— Customer Research

Customer research and satisfaction survey for a state-owned bank

A state-owned bank

Segment-level satisfaction and needs evidence for service development planning.

See all cases →

— FAQ

Questions worth asking before you commission research.

What is the difference between a focus group and a survey, and which should I use? Focus groups and in-depth interviews answer why and how; surveys answer how much and what share. If you are not yet sure what the right question is, start qualitative. If you know the question and need its size, go quantitative. If the decision carries real money, run both in sequence.

How many survey responses, and how many interviews, are enough? It depends on the margin of error you can live with and how many subgroups you need to compare separately. Decision-grade quantitative work typically runs from the low hundreds into the thousands of completed responses, while qualitative work usually reaches saturation within tens of participants per audience. We set the number once we know the question and the segments in play.

What does market research cost in Thailand? The main drivers are how many audiences you need, how hard those respondents are to reach, the collection method, and the sample size. Qualitative work is priced per group or per interview; quantitative work per completed response. We give a budget range from the first conversation, including a cheaper option when the question does not require maximum precision.

Can AI replace human market research? AI genuinely accelerates desk research, interview synthesis, and large-scale text analysis, and we use it in our own work. What it cannot yet do is watch a shopper hesitate in an aisle, or ask the follow-up question when what someone says does not match what they do. So we use AI for the steps that can be accelerated, and not as a substitute for the steps that need a person in the room.

How long does a project take? Qualitative-only work usually runs a few weeks. Quantitative timing depends on how hard the audience is to reach. A full mixed-method engagement following the Insight Loop typically runs into months. We plan to your decision date, and tell you in advance when a timeline would compromise data quality.

Do you take government research and evaluation work? Yes. Our team has run programme evaluation, Social Return on Investment (SROI) studies, citizen satisfaction surveys, and research-based strategic planning, delivered in a form that can be reported to executives and oversight bodies.

— Before you decide

Talk to us — free 30 minutes.

Tell us your organization's problem. We'll help you see where to start. No obligation.