Services
Market Edge brings two decades of commercial consulting experience to primary research through Customer R&D℠, combining video-based interviews and ethnographic analysis to deliver insight for innovation, segmentation, targeting and product design.
Paraphrased and anonymized from recent conversations with marketing and commercial leaders.
“We want to understand unmet customer needs before we develop new value propositions.”
“Market analysis here is done by instinct. We need structured customer insight.”
“Off-the-shelf reports don't answer our specific question.”
Our point of view
The best B2B research starts from the decision it has to inform, not from a questionnaire. We combine short interviews, surveys and observation with experienced consultants who know the industry, so findings turn into segments, value propositions and plans.
Agree the decision the research must inform.
Interviews and observation with customers and influencers.
Needs, pain points and purchase criteria.
Segments, value propositions and recommendations.
Short structured interviews with customers, users and influencers.
Quantitative surveys, for example on satisfaction or purchase criteria.
A facilitated session to prepare discovery and new value propositions.
Scenarios such as price elasticity for planning.
Food Processing · Wine producers
[Result]
A food processing technology leader patented a solution that cut water use and disposal cost for wine producers, but needed to position and price it.
Read the case →Healthcare · Startup
[Result]
ActiveProtective, inventors of the Tango Belt, needed to understand the value of their device for geriatric and high-risk patients.
Read the case →"We don't have a structured way to evaluate ideas before R&D starts."
R&D is busy, but nobody can say which projects deserve funding or how they compare.
How we help →"We're about to launch, and the price is cost plus margin."
A new product worth tens of millions is about to be priced without a view of its value to customers.
How we help →It depends on the decision and the number of segments. Many B2B studies need fewer interviews than expected, if the right people are chosen.
AI helps frame the research and analyze transcripts. Talking to real customers is still where the insight comes from.
Typically several weeks from framing to findings, depending on recruitment.
Yes. We often train sales and distributor reps to collect customer input with a shared discovery guide.
Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.