The Market Intelligence Co.

What The Market Intelligence Co. does

The Market Intelligence Co. (TMIC) is an Australian B2B and industrial market research firm, founded in 1990 and headquartered in Alexandria, Sydney, that delivers bespoke market intelligence, customer research, and stakeholder insights to enterprise clients. Across more than 35 years, the firm has completed over 3,000 B2B and industrial market research projects and maintains client relationships exceeding 20 years, supported by a stated client NPS of +92. The core service portfolio spans customer experience (CX) research, employee experience (EX) research, member research (MX), Net Promoter Score (NPS) programs, new product and service research, brand and communications research, market segmentation, supply chain and channel research, market and industry intelligence, and expert mystery shopping.

TMIC differentiates through a tailored, ad-hoc methodology rather than standardised survey products, supported by proprietary tools including the Segmenter® interactive e-reporting platform, the Engagement Index (a holistic weighted engagement metric designed to resist gaming and usable as a client KPI), and Customer Value Analysis (CVA) for competitive positioning. The firm's 12 core industry experts are backed by 100+ professional interviewers and mystery shoppers with 15+ year average tenure, and TMIC was the first company accredited under the Australian Market Research Standard in 2004, holds ISO 20252 certification, and is an ADIA Trust Mark member, ESOMAR- and QPR-compliant. AI use is limited and explicitly controlled: NLP is applied to code qualitative responses on de-identified data only, with no individual-level decisioning.

Revenue is generated through project-based custom engagements under quote-based pricing and multi-year contracts, sold through a direct enterprise field sales motion via phone, email, and the website. Target customers include B2B and industrial enterprises (manufacturing, mining, utilities, property, logistics, telecommunications), federal/state/local government, and industry associations, primarily across Australia and New Zealand with international reach delivered through industry-accredited partner firms.

Name

The Market Intelligence Co.

Legal name

The Market Intelligence Co.

Website

https://market-intelligence.com.au

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

The Market Intelligence Co. is an Australian B2B and industrial market research firm that provides bespoke customer, employee, member, brand, segmentation, supply chain, and mystery shopping research to enterprise clients, government, and industry associations across Australia, New Zealand, and internationally.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

akta.pro secondary industries

Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK), Data Analytics & Business Intelligence Services (BPAHALAC), Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH)

Keywords

• B2B market research
• Customer experience research
• Market segmentation studies
• Employee engagement research
• Mystery shopping services

Headquarters

HQ city

Botany

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Custom Research Projects: Bespoke market research services tailored to client needs. Projects span customer experience (CX), employee experience (EX), member research, NPS, brand research, market segmentation, supply chain research, and mystery shopping. Revenue generated through project-based fees for custom research engagements.
2. Customer Experience Programs: Full support in setting up and managing customer experience programs, from mapping the customer journey to implementing feedback systems and closing the loop with actionable insights.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

The Market Intelligence Co. is a B2B and industrial market research firm that delivers bespoke, ad-hoc market intelligence services to enterprise clients. Its portfolio spans customer experience (CX) research, employee experience (EX), member research, Net Promoter Score programs, brand and communications research, new product/service research, market segmentation, supply chain and channel research, market and industry analysis, and expert mystery shopping. These research services are supported by proprietary analytical tools such as the Segmenter® interactive platform, the Engagement Index weighted metric, Customer Value Analysis (CVA), and live e-reporting dashboards.

Product overview

The Market Intelligence Co. is a B2B and industrial market research firm offering a unified portfolio of research services delivered through a tailored, ad-hoc approach. The core offering spans Customer Experience (CX) Research, Employee Research (EX), Member Research Services (MX), Net Promoter Score (NPS), New Product or Service Research, Brand & Communications Research, Market Segmentation, Supply Chain/Channel Research, Market & Industry Intelligence, and Expert Mystery Shopping Services. These services are supported by a suite of proprietary analytical tools including the Engagement Index (a holistic weighted engagement metric), Customer Value Analysis (CVA), the Segmenter interactive e-reporting platform, and live e-reporting dashboards. Together, the services and tools provide end-to-end research from survey design and fieldwork through to data analysis, visualisation, and strategic insight delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Customer Experience (CX) Research Bespoke customer experience and engagement research programs covering customer journey mapping, feedback systems, and closing the loop with actionable insights. Includes Engagement Index, Net Promoter Score, Relationship Ladder, customer spend analyses, and Customer Value Analysis (CVA). Targeted at B2B and industrial enterprises seeking to understand and improve customer relationships.
• Employee Research (EX) Employee engagement, satisfaction, loyalty, and advocacy research including holistic engagement models, eNPS measurement, and internal stakeholder research. Links employee and customer research data to identify organisational linkages. For organisations seeking workforce insights.
• Member Research Services (MX) Member research for industry associations, non-profits, professional organisations, and unions, covering member satisfaction, loyalty, needs assessment, engagement analysis, communication effectiveness, and value proposition testing. Uses surveys, focus groups, in-depth interviews, mystery shopping, and ethnographic methods.
• Net Promoter Score (NPS) Programs Tailored NPS programs including Relationship NPS (holistic, periodic surveys for decision-makers), Transactional NPS (event-based surveys following customer interactions), and Competitive NPS (double-blind benchmarking). Delivered by NPS-certified practitioners with live e-reporting and dynamic dashboards.
• New Product or Service Research Concept-to-market research using an integrated roadmap covering idea generation, concept testing, market quantification, and post-launch evaluation. Applies exploratory, secondary, and quantitative research to assess market potential, pricing strategy, risks, and cannibalisation of existing products.
• Brand & Communications Research Brand health and positioning research covering brand awareness, brand distillation, brand execution testing, brand change assessment, brand alignment, and brand performance indexing. Includes communication effectiveness evaluation through preparation, campaign development, and post-campaign tracking.
• Market Segmentation Advanced market segmentation combining demographic, firmographic, behavioural, needs-based, and psychographic techniques. Uses cluster analysis, factor analysis, and conjoint analysis. Includes a proprietary custom allocation tool for ongoing customer categorisation and the Segmenter interactive data exploration platform.
• Supply Chain / Channel Research Supply chain and channel partner research evaluating partner performance, loyalty, and engagement against KPIs. Identifies risks, decision-makers, channel alignment, and competitor impacts through mystery shopping, journey mapping, ethnographic research, and qualitative/quantitative approaches.
• Market & Industry Intelligence Services Comprehensive market and industry analysis covering size estimates, growth prospects, competitive landscape, routes to market, decision-makers, trends, regulatory and compliance factors, barriers to entry, and success drivers. Draws on external, internal, primary, and secondary data sources.
• Expert Mystery Shopping Services Mystery shopping programs covering B2B, B2C, trades, on-site, phone, email, and online interactions. Assesses cleanliness, product pricing and features, customer service, maintenance, marketing compliance, and license compliance. Supports service measurement, compliance auditing, and competitor benchmarking.

Quantifiable outcome

• NPS score of +92 reflecting strong client trust
• +2 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Ipsos: Global market research leader with significant operations in Australia and New Zealand, providing custom research, customer experience, brand, and public sector research. Broad incumbent overlapping on every service line TMIC offers, but at much larger scale.
• Kantar: Global research, data, and insights company with a large Australian presence (including the former Colmar Brunton), spanning brand, CX, shopper, and media research. Broad incumbent with deep overlap on CX, brand, and segmentation offerings.
• NIQ (NielsenIQ): Global consumer intelligence firm combining Nielsen's media research with IQVIA-adjacent consumer measurement, serving CPG and retail clients in Australia. Broad incumbent that overlaps with TMIC on consumer and market intelligence, but typically at a syndicated scale.

Direct peers

• Metrix Consulting: Australian B2B and industrial market research firm offering customer experience, employee, brand, and stakeholder research with a similar bespoke, senior-led delivery model. Closely comparable in size, geography, and service mix to The Market Intelligence Co.
• ORIMA Research: Australian research and evaluation firm with strong credentials in member, stakeholder, and customer research across government, NFP, and industry associations. Direct overlap with TMIC's MX and CX offerings and government vertical.
• McCrindle: Australian research and advisory firm with strong capabilities in social, customer, and employee research plus demographic trends. Comparable as a regional player delivering bespoke research with strong thought-leadership positioning.
• Roy Morgan Research: Australia's largest independent market research company, providing ongoing consumer and business tracking, custom research, and syndicated products. Comparable as a homegrown Australian research firm, though larger and more syndicated than TMIC.
• Fiftyfive5: Australian insights and research firm (part of dentsu) covering brand, customer experience, innovation, and shopper research. Comparable as a mid-sized Australian custom research competitor with overlapping CX and brand offerings.
• McNair yellowSquares: Australian-owned B2B and consumer market research firm with strong regional field capability and similar depth in customer, member, and stakeholder studies. Comparable in regional focus and full-service research model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/marketintelligenceco
• LinkedInlinkedin.com/company/the-market-intelligence-co.

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Market Intelligence Co.