10 Thousand Feet

What 10 Thousand Feet does

10 Thousand Feet is a strategic market research agency founded in early 2003 by Ian Krawitz and headquartered in North Sydney, NSW, Australia, with additional team members located in Victoria and the United Kingdom. The firm serves more than 400 clients across Australia and New Zealand, spanning enterprise customers (including 7-Eleven, Anytime Fitness, ANZ, Converse, McDonald's, Nike, Mister Minit, Poolwerx, Starbucks, World Gym), franchises, charities (St Vincent de Paul Society, Glycemic Index Foundation, The Benevolent Society, Cerebral Palsy Alliance), disability and aged care providers (The Benevolent Society), fitness associations (AUSactive), and government agencies. The firm specializes in vertical-specific research for franchising, charities, disability and aged care, retail, QSR, sports, government, and services/B2B, with franchisee satisfaction surveys as a flagship offering; notable case studies include Mister Minit, G.J. Gardner Homes, and Electrolux NZ.

The agency's research portfolio includes brand research and strategy, employee engagement research, customer usage and attitude studies, customer satisfaction research, sales data aggregation and market sizing, segmentation and profiling, campaign and product testing, social impact research, franchisee satisfaction surveys, and customer journey mapping. Its technology stack rests on three proprietary assets: the FIT Model (a framework designed to translate research findings into concrete client actions), a franchise industry benchmarks database built from 1,000+ franchisee satisfaction surveys conducted over 20+ years, and an online reputation management SaaS platform with monitoring across Google, Facebook, and review aggregators. The boutique team of 10 researchers (more than half with 20+ years of research experience, all with 15-25+ years) executes projects directly. The firm also runs the Topfranchise Awards annually (since 2008) and the AUSactive Multi-location Employer of Choice Awards, alongside the 10 Thousand Communities not-for-profit arm focused on philanthropy, tree planting, and environmental sustainability.

The firm's revenue model rests on custom-quoted professional services engagements sold via a consultative direct sales motion, where prospective clients meet senior researchers rather than salespeople before scoping projects. Pricing is not publicly disclosed; multi-year contracts are the standard billing cadence, with projects priced based on research design, sample size, methodology (qualitative and/or quantitative), and reporting requirements. 95% of revenue comes from repeat clients, with 50% of business generated by clients retained for 10+ years, signalling reliance on long-tenured accounts. The firm also offers online reputation management as both a SaaS subscription and a full-service engagement, and holds NSW and Federal Government panel listings for public sector work.

Name

10 Thousand Feet

Legal name

10 Thousand Feet

Website

https://10thousandfeet.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

10 Thousand Feet is a boutique Australian market research agency founded in 2003, providing senior-led custom research, franchisee satisfaction surveys, and brand research to 400+ enterprise, franchise, charity, and government clients across Australia, New Zealand, and the UK.

Ownership category

akta.pro rank

Headquarters

HQ city

North Sydney

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Services: Professional services revenue from conducting market research projects including brand research, customer satisfaction surveys, franchisee satisfaction surveys, employee engagement research, segmentation studies, campaign testing, and social impact research. Projects are custom-designed and quoted on a per-engagement basis.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

10 Thousand Feet is a boutique Australian strategic market research agency that conducts custom qualitative and quantitative research projects for organizations, including brand research, employee engagement, customer usage and attitude, customer satisfaction, franchisee satisfaction, segmentation, campaign and product testing, market sizing, customer journey mapping, and social impact research. It also delivers an Online Reputation Management service combining a SaaS platform with full-service review management across Google, Facebook and other platforms. Research projects are custom-designed, quoted per engagement, and delivered by a team of senior researchers with 15-25+ years of experience.

Product overview

10 Thousand Feet is a strategic market research agency offering a comprehensive portfolio of research services rather than a unified software platform. The core offerings include qualitative and quantitative research services covering Brand Research & Strategy, Employee Engagement Research, Customer Usage and Attitude Research, Customer Satisfaction Research, Sales Data Aggregation & Market Sizing, Segmentation & Profiling Research, Campaign/Product Testing & Evaluation, Social Impact Research, Franchisee Satisfaction Surveys, and Customer Journey Mapping. Additionally, the company offers Online Reputation Management as both a SaaS platform and full-service offering. The agency also operates TopFranchise Awards and AUSactive Employer of Choice Awards as recognition programs, and maintains a not-for-profit arm called 10 THOUSAND COMMUNITIES focused on philanthropy, community building, and environmental sustainability. The company serves clients across various industries including government, commercial enterprises, associations, and not-for-profits throughout Australia and APAC.

Differentiator

Problem solved

Functional benefit

Brands

• 10 THOUSAND COMMUNITIES: Not-for-profit arm of 10 Thousand Feet focusing on encouraging Australians to be generous, bringing communities closer together, and environmental sustainability
• Topfranchise Awards
• 10 THOUSAND TREES

Products and services

• Brand Research & Strategy Market research service that drives brand strategy by identifying distinctive brand assets and understanding positioning compared with competitors. Targeted at marketing and insights leaders seeking actionable brand direction.
• Employee Engagement Research Research service that enhances employer brand and helps organisations become employers of choice by understanding team motivations and driving cultural change. Targeted at People & Culture leaders, HR and CEOs.
• Customer Usage and Attitude Research Research service that allows organisations to design product and service offerings that meet customer needs and craft marketing messages that speak to their world. Targeted at marketing managers and insights leaders.
• Customer Satisfaction Research Research service that identifies common traits of positive customer experiences and drives word-of-mouth and net promoter score (NPS) by focusing on areas that promote positive feedback. Targeted at customer experience and marketing leaders.
• Sales Data Aggregation & Market Sizing Research service that tracks category growth compared to industry competitors and unearths opportunities for greater investment. Targeted at marketing, strategy and insights leaders evaluating market opportunities.
• Segmentation & Profiling Research Research service that profiles customer segments, shows the size of opportunity and focuses marketing spend and messaging appropriately. Targeted at marketing managers and insights leaders.
• Campaign/Product Testing & Evaluation Research service that provides confidence in launching new products and campaigns by testing whether they have shifted market perceptions and identifying where refinement is needed. Targeted at marketing managers and brand leaders.
• Online Reputation Management Reputation management service offered as both a Software as a Service (SaaS) platform and a full-service approach, including auditing current reputation, driving organic search results, and review management across platforms such as Google and Facebook. Targeted at businesses seeking to get discovered more and win and retain customers.
• Social Impact Research Research service that independently reports on the impact organisations have with their initiatives and ideates on how to take those initiatives to the next level. Targeted at charities, NFPs, government and socially focused organisations.
• Franchisee Satisfaction Surveys Research service that drives engagement with franchisees to lift customer satisfaction, employee engagement and sales growth, with benchmarking to industry standards. Targeted at franchisors and franchise networks.
• Customer Journey Mapping Research service that engages with customers at every touchpoint in their journey to understand how to be the brand of choice at each stage, in order to win new customers and deepen existing client relationships. Targeted at customer experience and marketing leaders.

Quantifiable outcome

• G.J. Gardner Homes achieved $700 Million in additional sales in first year following research-driven concept rollout
• +4 more outcomes

Named customers9 records

Segments8 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor.

• Aspect (Autism Spectrum Australia)minorOthersCollaborated with Aspect's senior leadership team on philanthropy program workshop using 10 Thousand Communities' 75-page research report on bridging gaps between philanthropists and NFPs. Helped Aspect refine grant applications and website communications.
• Cerebral Palsy AllianceminorOthersHead of Philanthropy Lorraine McNuff found value in 10 Thousand Communities' philanthropy research report and workshop, focusing on understanding funder motivations and relationship building.
• Tread LightlyminorStrategic or Co-development PartnerPartnership to encourage environmentally sustainable consumption. 10 Thousand Feet has supported Tread Lightly's communications reaching 4+ million Australians. Tread Lightly has recycled over 1 million pairs of shoes, diverting 500,000 kgs from landfill.
• Greenpeace Australia PacificminorStrategic or Co-development PartnerCollaboration on environmental sustainability research and communications campaigns to encourage Australians to care for the environment and support climate advocacy.
• AUSactive / City of Sydney ECOactive ProgramminorStrategic or Co-development PartnerPartnership on ECOactive program to make fitness centres more environmentally sustainable, combining research support with environmental action.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fiftyfive5: Fiftyfive5 is an Australia-based strategic market research agency offering brand, customer, segmentation and innovation research with similar mid-size boutique positioning. It is a direct peer in ANZ market research services and is now part of Accenture Song.
• Metrix Consulting: Metrix is an Australian strategic insights and market research consultancy serving enterprise clients across customer, brand, and employee research. It is closely comparable to 10 Thousand Feet in scope, size, and ANZ enterprise client base.
• Bastion Insights: Bastion Insights is an Australian market research agency under the Bastion group, providing qualitative and quantitative research, brand strategy, and customer insights. Comparable in offering mix and target ANZ enterprise and brand clients.
• Nature Research (The Nature Group): Nature is an Australian strategic research consultancy with deep specialism in brand, customer experience, and behavioural research. Directly comparable on research methodology, vertical specialisation, and ANZ enterprise client mix.
• McNair Grey Research: McNair is one of Australia's longest-standing market research agencies, providing quantitative and qualitative research across consumer, B2B, social and government sectors. Comparable in offering breadth, ANZ footprint, and established client base.
• Pollinate: Pollinate is an Australian insights, innovation and brand strategy firm with a focus on retail, FMCG and franchise clients. Strong overlap in customer research, segmentation, and franchise-style client work.

Broad incumbents

• Kantar: Kantar is one of the world's largest market research and insights firms, providing brand, consumer, media and retail research globally including ANZ. Comparable at the category level but operates at vastly greater scale and breadth than 10 Thousand Feet.
• Ipsos: Ipsos is a global market research and analytics company with strong ANZ presence across brand, customer experience, public affairs and social research. Directly overlaps with 10 Thousand Feet's research categories but at enterprise global scale.
• NielsenIQ: NielsenIQ is a global consumer research and measurement company with strong ANZ operations covering shopper insights, retail measurement, and consumer research. Comparable in market sizing and category insights offerings.

Regional players

• Stable Research: Stable is a New Zealand-based research and insights agency offering brand, customer, and social research. Comparable on methodology and customer segments but primarily serves the NZ market, complementing rather than competing directly with 10 Thousand Feet's ANZ focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks3 records

Key highlights7 records

Customer concentration

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 10 Thousand Feet