Werk Insight

What Werk Insight does

Werk Insight is a privately held, founder-owned B2B market research agency headquartered in Nashville, Tennessee, founded in 2021 by Nik Werk. The firm designs and delivers custom qualitative and quantitative research studies for enterprise clients, organized around three capability areas — Know Your Audience (Needs & Market Assessment, Journey Mapping, Segmentation, Customer Experience), Build Your Brand (Brand Awareness, Brand Tracking, Competitor Benchmarking), and Refine Your Product (Product Development & Testing, Concept Development & Testing, Pricing Research) — and serves nine verticals: Construction, Manufacturing, Financial Services, Fintech, IT, Oil & Gas, Professional Services, Transportation & Logistics, and Facility Maintenance & Operations.

Werk Insight's core technology and operating model is built around identity-validated data collection, using computer-assisted telephone interviewing (CATI) and video interviews rather than online survey panels, with respondent verification through business email or face-to-face methods. The firm combines quantitative methods (CATI, video) with qualitative approaches (in-depth interviews, ethnography, focus groups) and applies analytical frameworks including the Van Westendorp Price Sensitivity Meter, conjoint analysis, MaxDiff, Kano, TURF, discrete choice modeling, regression, and drivers analysis to produce tailored, per-project methodologies.

The business operates as a project-based professional services firm with custom scope-and-budget pricing, multi-year contract billing, and direct enterprise field sales to Fortune 500 and large B2B clients including Verizon, T. Rowe Price, FactSet, LPL Financial, Penske, James Hardie, ITW, Firestone Building Products, Werner Ladder, and Gallagher. The firm runs with 1-10 employees, claims global operating reach across North America, UK, EMEA, APAC, and Latin America, and has reported 169% revenue growth over the two-year period from 2022 to 2024, ranking No. 55 on the 2026 Inc. Regionals: Southeast list and winning Quirk's Media Marketing Research Supplier of the Year in 2025.

Name

Werk Insight

Legal name

Werk Insight

Website

https://werkinsight.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Werk Insight is a privately held, Nashville-based B2B market research agency founded in 2021 that delivers custom qualitative and quantitative studies to enterprise clients across nine verticals, using identity-validated CATI and video interviews instead of online survey panels.

Ownership category

akta.pro rank

Product category

B2B 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 industry

Competitive Intelligence & Benchmarking (BPAHALAB)

Keywords

• B2B market research
• Custom research studies
• Brand tracking research
• Market segmentation studies
• Customer experience research

Headquarters

HQ city

Brentwood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom B2B Market Research Services: Werk Insight generates revenue through project-based fees for custom qualitative and quantitative research studies. They create custom scope of work and budget for every project based on complexity and sample recruitment costs. Services include brand trackers, market segmentations, customer satisfaction studies, and research informing rebrands, go-to-market strategies, and product launches.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Werk Insight is a full-service B2B market research agency that designs and delivers custom qualitative and quantitative research studies for enterprise clients. Services span needs and market assessment, customer journey mapping, segmentation, customer experience, brand awareness and tracking, competitor benchmarking, product and concept development and testing, and pricing research, with data collected primarily via CATI and video interviews to ensure validated, decision-maker-grade insights.

Product overview

Werk Insight is a full-service B2B market research agency offering a portfolio of custom qualitative and quantitative research services organized around three core capability areas — Know Your Audience (Needs & Market Assessment, Journey Mapping, Segmentation, Customer Experience), Build Your Brand (Brand Awareness Research, Brand Tracking, Competitor Benchmarking), and Refine Your Product (Product Development & Testing, Concept Development & Testing, Pricing Research). The agency's research spans nine industry verticals: Construction, Manufacturing, Financial Services, IT, Transportation & Logistics, Oil & Gas, Professional Services, Fintech, and Facility Maintenance & Operations. Werk Insight also publishes periodic research reports including the 'Building a Best-in-Class CX Program for B2B Audiences' report and the 'Investment Industry Trends in 2026' report. The firm differentiates itself through identity-validated data collection via CATI (computer-assisted telephone interviewing) and video interviews, explicitly avoiding online survey panels. Supporting research methodologies include the Van Westendorp Price Sensitivity Meter, conjoint analysis, MaxDiff, Kano, TURF, discrete choice modeling, regression, and drivers analysis.

Differentiator

Problem solved

Functional benefit

Products and services

• Needs & Market Assessment Evaluates the product, service, and brand needs of customers and identifies compelling market opportunities for brands through qualitative and quantitative research.
• Journey Mapping B2B customer journey mapping that visualizes the full path to purchase, identifying key touchpoints, moments of truth, and pain points to help brands acquire and retain customers.
• Segmentation Market segmentation divides target audiences into clear profiles based on shared characteristics, enabling targeted messaging, purposeful innovation, and better product-market fit.
• Customer Experience (CX) Customer experience programs measure and improve satisfaction, loyalty, and spending by identifying pain points and moments of truth that impact brand performance.
• Brand Awareness Research Provides an independent, unbiased assessment of how a brand is perceived in the market, directing marketing spend for maximum ROI.
• Brand Tracking Brand equity tracking that measures the impact of marketing initiatives over time, benchmarking brand performance against competitors on metrics including awareness, consideration, positioning, and NPS.
• Competitor Benchmarking Identifies key differentiators where a brand can compete on product, pricing, and customer service by comparing brand perception against competitors in the market.
• Product Development & Testing Product development research that helps create products built around the Voice of the Customer, accelerating and verifying product roadmaps with direct audience feedback before market launch.
• Concept Development & Testing Concept testing accelerates and verifies name or concept roadmaps with direct feedback from target audiences, ensuring the best concept is developed and taken to market.
• Pricing Research Pricing research helps set optimal price points by measuring price sensitivity and demand impact, often using the Van Westendorp Price Sensitivity Meter and conjoint analysis methodologies.
• Construction Market Research Market research services tailored for the construction and building materials industry, covering architects, contractors, skilled tradespeople, and industry suppliers.
• Manufacturing Market Research Market research services for manufacturers across industrial sectors, covering design, specification, suppliers, and operations audiences.
• Financial Services Market Research Market research for financial services companies covering banking, investment, and retirement solutions, targeting investment professionals, end consumers, and operations staff.
• IT Industry Market Research Market research for software, SaaS, and cybersecurity companies covering IT professionals, developers, engineers, and data analysts.
• Transportation & Logistics Market Research Market research for fleet managers, logistics companies, and transportation service providers covering operators, logistics professionals, and transportation services.
• Oil & Gas Market Research Market research for oil and gas producers, distributors, refiners, and service companies covering exploration, production, distribution, and end-user audiences.
• Professional Services Market Research Market research for accountancy firms, law firms, tax advisors, and consultancies covering tax, financial, marketing, HR, legal, and IT professionals.
• Fintech Market Research Market research for fintech and payments companies covering tech and payments professionals, cybersecurity professionals, developers, engineers, and data analysts.
• Facility Maintenance & Operations Market Research Market research for MRO brands and suppliers covering facility managers, operations staff, procurement leads, and maintenance contractors.

Quantifiable outcome

• 169% revenue growth over two-year period (2022-2024)
• +2 more outcomes

Named customers10 records

Segments9 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Kantar: Kantar is a global research and insights leader with extensive B2B practice areas covering brand, customer experience, and product innovation. Its Worldpanel, BrandZ, and other syndicated assets make it a broader incumbent competitor for the same enterprise client budget pool that Werk Insight targets.
• Ipsos: Ipsos is one of the world's largest market research companies with deep B2B capabilities across brand tracking, segmentation, and customer experience. It competes with Werk Insight for Fortune 500 research budgets but operates at global scale with syndicated products, panels, and analytics platforms Werk does not have.
• Mintel: Mintel is an established market research and intelligence firm known for syndicated consumer and B2B reports, custom research, and competitive intelligence. Its stronger focus on consumer categories overlaps with Werk Insight's broader market research positioning, especially in financial services and product innovation.
• Schlesinger Group: Schlesinger Group is a large data collection and custom research services firm serving market research agencies and end clients worldwide. Its qualitative recruitment and global field operations overlap with Werk Insight's enterprise B2B custom research offering.

Direct peers

• Kadence International: Kadence International is a global market research agency with a strong B2B research practice, offering brand tracking, segmentation, and concept testing for enterprise clients across multiple verticals. Its vertical-specialist model and global field capabilities make it a closely comparable peer to Werk Insight.
• B2B International: B2B International is a global B2B market research agency specializing in custom qualitative and quantitative studies for enterprise clients. It competes head-to-head with Werk Insight for the same type of engagements: brand tracking, segmentation, and customer insights for industrial and B2B audiences.
• Researchscape International: Researchscape International is a B2B and technology market research firm offering custom quantitative and qualitative research including surveys, focus groups, and segmentation. Its mid-sized specialist positioning and focus on IT/technology B2B audiences overlap with several of Werk Insight's vertical practices.
• NewtonX: NewtonX is a B2B research firm that uses an expert network and identity-validated recruitment to reach hard-to-find B2B decision-makers. Its verification-led methodology directly mirrors Werk Insight's CATI/video identity-validation approach, positioning them as direct competitors for Fortune 500 custom research budgets.
• PSB Insights: PSB (formerly PSB Research) is a full-service custom market research firm with deep B2B expertise, recognized by industry bodies for B2B research excellence. Its custom quantitative and qualitative practice, multi-vertical coverage, and enterprise client base directly overlap with Werk Insight's positioning.

Emerging players

• Cint: Cint is a global research technology company operating an online panel exchange that connects researchers with survey respondents. It sits adjacent to Werk Insight's positioning because Werk deliberately avoids online survey panels, positioning Cint as part of the competitive context for fraud-prone panel research rather than a direct delivery competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/werkinsight

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Werk Insight