Azurite Consulting

?? Due diligence is only as good as the data underpinning it. Poor research & survey design can result in unreliable data - leading to limited insight, missed opportunities and flawed decisions. At Azurite, we know that intentionally designed, well-structured surveys are critical for uncovering reliable and actionable insights to drive conviction. This article highlights 5 survey best practices that make a difference, including: ??Starting with the right context: Frame questions logically to set up respondents for success. ??Minimizing cognitive fatigue: Structure questions around recent, recallable events. ??Stress-testing outliers: Investigate anomalies critically to uncover deeper insights. ??These are just a few of the ways smart, strategic surveys can drive better deals. The full article outlines all 5 best practices that will help you de-risk your investments and fuel your team’s and IC’s conviction. ?? Check out our guide to designing research that drives high-confidence investments >> https://lnkd.in/ebDxEqFv

Congratulations to BrightTower and Loomly - we're honored to have supported this exciting transaction!

As we wrap up another year, we’re filled with gratitude, partnerships, collaborations and insights that made 2024 unforgettable. To our clients, colleagues and community—thank you for being part of our journey. Here’s to a holiday season filled with warmth, joy and moments to recharge. Wishing you a wonderful holiday and a happy New Year. Looking forward to what we’ll accomplish together in 2025. Happy Holidays from all of us at Azurite!

In today’s market, reliable B2B research depends on the source of who participates in your study’s participants. Many providers rely on aggregation methods or pre-existing databases to recruit respondents—creating significant limitations. At Azurite, we tackle the root of the problem by recruiting participants from scratch—directly from the total addressable market (TAM). This approach ensures: ?? Unlimited reach: Access to fresh, high-quality respondents beyond static databases. ?? Tailored insights: Recruitment is customized to your study’s unique needs, delivering data that’s truly impactful. ?? Dynamic adaptability: Our custom recruitment system evolves with study needs to connect with hard-to-reach decision-makers and niche professionals. The Result? Better respondents, reliable data, stronger insights, and the confidence to drive impactful decisions. ?? Want to learn more about Azurite’s proven approach to market research recruitment? Connect with our team today >> https://lnkd.in/e6kBfdXH

Everyone talks about the turkey, but we all know the real Thanksgiving magic happens with the sides! ??? Just like in research, it’s not just one big element. Rather, it’s every detail working together that makes results impactful. At Azurite, we understand that success comes from perfecting the details. Each insight is underpinned by carefully chosen ingredients—sourced from high-quality respondents (never recruited via panels or expert networks) and brought together to understand the full picture to deliver powerful results. It’s the difference between a good plate and an unforgettable Thanksgiving feast! So, let’s hear it: What’s the ultimate Thanksgiving side dish? Cast your vote and let’s settle the debate! Wishing our clients, friends, family and followers a Happy Thanksgiving filled with great food, meaningful connections and a whole lot of gratitude. ????

Traditional research approaches (panels, expert networks, etc.) remain a go-to when gathering market intelligence—but are they really the best choice? ? In our latest article, we break down the hidden risks of relying on these channels for critical insights, including: ? ? Recycled Participants: Using the same respondents across multiple studies can lead to data that feels repetitive rather than reliable. ? Questionable Expertise: To meet demand, some networks may loosen their criteria, bringing in participants with less relevant experience. ??♂? Limited Reach: Expert networks often have finite databases, making it hard to recruit key decision-makers at scale, especially in niche markets. ? Ready to make smarter decisions with better data? Discover why Azurite’s targeted approach delivers insights that give you a competitive edge. Read the full article to learn more >> https://lnkd.in/eXPnY3db

?? Happy Halloween! As the clock strikes midnight, we’ve reached the final chapter of our terrifying tales of B2B market research horrors. Hopefully, you’ve survived the journey… a bit wiser, of course. But on this All Hallows’ Eve, we’ve come to your end—er, the end. Part 5: The Silence of the Data A firm was preparing to expand its cloud-based K-12 educational software. Eager to craft a winning value creation strategy grounded in solid data, they hired a research provider to understand the needs of the market. At first, everything seemed to be going smoothly. The provider built a survey based on the firm’s list of questions and recruited from their suggested personas. In short order, the provider handed over the data… never to be heard from again. Only slightly concerned by the lack of strategic guidance, the firm moved forward with plans to build an AI tool for teachers to assist with lesson planning. But soon, they realized they had been led astray. ?? The research focused on high-level school administrators—superintendents and regional directors—without exploring the needs of the teachers who would actually use the tool. ?? By sticking rigidly to the firm’s initial questions, the provider missed a critical insight: teachers weren’t asking for an AI feature. They needed state standard preparation tools. The data failed to capture the true pain points, leading the firm to waste resources on a product misaligned with market demand. ?? The result? The firm ended up with a product that didn’t resonate with its core users, and their launch was doomed to fall flat. They had fallen into the process trap—where research focuses more on checking boxes than delivering actionable insights. At Azurite, we don’t follow a rigid process and hand over raw data. Instead, we become true thought partners. We challenge assumptions, dig into your research objectives and explore every angle to ensure our insights answer the questions that matter most to your business. ?? We hope our series of B2B market research horror stories didn’t cost you too much sleep—or leave you with lingering nightmares! ?? While these tales may be spooky, the real-world risks of process-driven research without strategic insight are just as chilling. But fear not—Azurite is here to dig deeper and deliver research that underpins critical investment decisions and strategies. Until next spooky season… sleep well, and choose your market research provider wisely! ??

I’ve spoken before about AI preparedness, but the need for clear guardrails, especially in primary market research, remains a critical concern. A recent article in New Private Markets caught my attention, particularly one quote that aligns with my own concerns about AI in market research: "We’ve had examples in a company selling market research where AI systems were used to enhance the process. Unfortunately, some poor decisions were made based on false outputs, creating serious reputational risks." The term “reputational risk” resonates deeply. The potential for AI to damage a firm’s decision making, financial results and credibility through unchecked use of AI is very real—and entirely avoidable. To make strategic decisions based on reliable intelligence, you must control (or at least be acutely knowledgeable about) every step of the research. All research steps have an impact on the results - and you don’t want skews or oddities to make their way in without your knowledge. When AI is involved, you introduce a black box. At best, you won’t know biases were introduced into the data. At worst, you won’t realize the findings are flawed -? potentially causing you to draw false conclusions and make a bad decision based on bad data. AI will undoubtedly create value. However, it remains too new, too untested, and too unreliable to be trusted with something as crucial as executive & board-level market intelligence. This is exactly why Azurite has approached (and likely will continue to approach) AI with extreme caution. Our reputation is founded on delivering uncompromising data quality and insights. The short-term excitement around AI does not justify the risk of flawed or wrong data eroding results—or eroding clients’ trust.

Welcome to Azurite, Lucy Blank! We're so excited to have you on the team! ??

?? As our chilling series of B2B research horror stories continues, prepare for a twisted journey in the search for market intelligence. If you've missed the first parts of our series, you can still catch up...https://lnkd.in/eSGwSm8j. Part 4: The Fall of the House of Cards A Private Equity firm with a thriving auto tech solutions portfolio sets their sights on the EV transition of fleets. Believing they need special expertise for their diligence, they hire a research provider who promises them access to hundreds of fleet decision-makers. The data pours in—spreadsheets fill, charts bloom, reports stack up. But as the firm sifts through the avalanche of information, something feels...wrong. ?? The numbers seem impressive at first glance—hundreds of responses from decision-makers. But the truth soon crumbles: those "experts" are recycled from overused panels, with no real expertise in fleets. The seemingly solid foundation collapses, a fragile house of cards. ?? And buried deeper within the data is something even worse—thousands of irrelevant data points. The team finds itself trapped in a data graveyard. Don’t fall into the same trap. Specialty providers often rely on outdated and limited networks, but Azurite is different. We go directly to the market to recruit respondents from scratch—real experts with current, relevant knowledge in their industries—enabling you to reach niche markets in high volume, directly from the TAM. Azurite’s white-glove approach ensures that every step, from start to finish, is handled in-house, delivering fresh, actionable insights tailored to your needs. We source business intelligence directly from the entire market, empowering you to make confident decisions backed by reliable, proprietary data. ?? And don’t miss next week’s final, and most terrifying, tale yet!