The expert network competitive intelligence teams brief
Speak to the former buyers who ran the evaluation and the partners who sell both products.
Definition
What competitive intelligence means for a marketing team
Competitive intelligence is the ongoing work of understanding how competitors actually win and lose. Nextyn supplies the primary source: former buyers who ran the evaluation, former employees who know the roadmap, and channel partners who sell both. Competitive intelligence compounds when it is gathered on a cadence, because what matters is usually the direction of travel.
Matched to the questionso a competitive read lands while it still matters
Sourced from the buyerthe people who ran the evaluation, not the vendor's website
Repeatable on a cadencethe same questions asked again, so movement is visible
Why Nextyn
The buyer's account of the evaluation
- Sourced from the buyer former buyers who ran the evaluation, and partners with no stake in flattering either side
- Regional edge on multi market reads sourcing across India, Southeast Asia and the Gulf alongside full reach in North America and Europe
- Fielded inside the competitive cycle experts matched to the question, so a read lands while the deal is still live
- Compliant by design screening, conflict and confidentiality checks and disclosed restrictions on every engagement, documented to be audited
What it answers
The questions that decide the battlecard
- 01
Why are we losing deals?
Why deals were actually lost, asked of the buyers who decided rather than inferred from a CRM field.
- 02
What is on their roadmap?
What is genuinely on the roadmap, from people close enough to the product to know what is real.
- 03
What do they actually charge?
What competitors actually discount to, which is rarely what they list and never what they publish.
- 04
What do partners say?
What partners say when they are selling both products and have no reason to flatter either.
- 05
Where are they weak?
The gap buyers name unprompted, evidenced well enough for a sales team to build a battlecard on it.
How it works
How Nextyn helps competitive intelligence teams source buyer evidence
One research lead owns the brief from scoping through to delivery, and nothing is booked until you approve the names.
Capabilities
What we help you decide
The questions a deck and a data room leave open, answered before you commit.
Why deals were actually lost, asked of the buyers who made the decision. The buyer will tell you what actually moved them.
Roadmap, pricing and go to market direction, from people close enough to a competitor to know what is real and what is positioning. Direction of travel is usually the part a plan can act on.
Claims your sales team can defend, sourced from what buyers actually said. A battlecard built on the buyer's own account survives the first time a buyer pushes back.
What partners say when they sell both products. Channel participants have no stake in flattering either vendor and they see the objections raised against both products.
What competitors actually discount to, as opposed to list. Real transaction pricing comes from the people who negotiated it, and it is usually the single most requested and least available piece of competitive intelligence.
The same questions asked on a cadence, so movement becomes visible. A quarterly read shows you the direction a competitor is moving in, which is what changes a plan.
Nextyn IQ
What was said on the call stays with the team
- Every call on the record transcripts, so what an expert actually said is captured word for word
- Searchable across the team the colleague who joins in week two can read week one for themselves
- Evidence you can trace every claim in the work sits next to the call it came from, which is what makes it defensible under challenge
- A library that outlives the project the same transcripts are still there next time the question comes back, in the experts' own words
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Start here
Speak to an expert about your question
A dedicated Client Solutions Manager will be in touch shortly to help with your research needs.
- 01Send your project scope
Your questions, and the thesis behind them. A paragraph of context is enough.
- 02We come back with angles and expert profiles
A shortlist with rates included.
- 03Approve, then we field
You select and approve the experts you want to speak to.
- 04Nextyn IQ reads across the whole project
Agreement, contradictions and open gaps, read across every call in the project.
Questions
Frequently asked questions
Competitive intelligence is the continuing work of establishing how competitors actually win and lose, sourced from former buyers, former employees and channel partners. Each source answers a different question: buyers know why they chose, former employees know how the deal was built, and channel partners see what is actually moving. Nextyn sources all three and screens each for current employment and confidentiality obligations, briefing them that confidential information belonging to a current or former employer is out of scope. Every transcript is scanned before delivery.
Win-loss analysis asks the buyers who ran an evaluation why they chose as they did, which is the most direct evidence available on competitive position. Its value depends on volume and repetition: a handful of interviews produces anecdote, while a properly sized wave repeated over time produces a movement you can act on. Nextyn recruits the buyers who ran real evaluations, including those who chose a competitor, screens them for confidentiality obligations, and fields the same question set each wave so results stay comparable over time.
Yes. Nextyn runs competitive intelligence as a standing programme in recurring waves. Asking the same question set of a comparable sample each wave is what makes movement visible: a single wave establishes a position, and repeated waves establish a direction, which is the thing a competitive intelligence function is actually accountable for. Nextyn fixes the instrument and the screening criteria at the outset so waves stay comparable, and every wave lands in Nextyn IQ where results can be read against each other.
Nextyn schedules most first calls within 24 to 48 hours of the brief. That timeframe is and for a standing programme Nextyn agrees the wave calendar in advance, so fielding dates are fixed rather than scheduled each time. A senior operator in a narrow segment takes longer to source than a category specialist, and where a brief falls into that category Nextyn says so upfront and commits to a date it can hold. A research lead returns angles, candidate names and rates before anything is booked, and no call is scheduled until the client approves the expert.
Yes. Every Nextyn engagement lands in Nextyn IQ, searchable across the whole programme. For a standing competitive intelligence programme that cross-wave view is the point: Nextyn IQ reads across every wave rather than filing each one separately, so a shift in why buyers are choosing a competitor is visible as a trend rather than buried in a transcript from two quarters ago. Transcripts, structured summaries and findings sit together with their sources intact, so a finding can be traced to the interview that produced it.
Nextyn sources experts globally, across 70+ countries, with in-market researchers supporting every region it covers. A brief in any covered market is handled by researchers who know that market, which extends reach past listed corporates into distributors, dealers and independent operators. References can be taken in the expert’s own market and language, which allows one brief to run consistently across several geographies at once. Nextyn confirms coverage for the specific markets in a brief at the outset, so a client knows the reach before the engagement begins.
Nextyn confirms the cost of a competitive intelligence programme in writing before any fielding begins. Cost moves with sample size and respondent seniority, and falls per interview as the sample grows. Standing programmes are agreed against a wave calendar set at the outset rather than commissioned wave by wave, which fixes the budget for the year and removes repeated procurement. Nextyn re-confirms in writing if a wave’s sample or instrument changes materially, so a programme holds to the agreed cost, with any change confirmed first.