DOC.N.I.L.

COMMERCIAL SERVICES

COMMERCIAL SERVICES / STRATEGY + POSITIONING

Replace a comfortable assumption with a better question.

Important decisions often rest on fragments of customer feedback and a quick competitor review. This product defines a focused research question and a defensible way to investigate it.

What you receive Price this brief
FORCommercial Services
CAPABILITYStrategy + Positioning
ENGAGEMENTProject based / scoped to your brief
01 / WHAT THE PRODUCT DELIVERS

Customer + Competitor Research

Understand customers, competitors and commercial opportunities.

  • 01

    Research question and method brief

  • 02

    Agreed evidence collection

  • 03

    Customer and competitor findings

  • 04

    Decision implications and evidence limitations

02 / THE WORKING METHOD

Built to create
a useful change.

The research plan begins with the decision that will change, preventing a large report from substituting for a clear finding.

01 / FRAME THE DECISION

Frame the decision

Identify the business choice, uncertainty, target participants, and evidence needed.

02 / GATHER THE EVIDENCE

Gather the evidence

Use the agreed interviews, desk research, or competitor review within a defined sample and method.

03 / TURN FINDINGS INTO CHOICES

Turn findings into choices

Separate observations from interpretation and connect the findings to decision options.

03 / SCOPE BEFORE PRICE

Three levels.
One clearly defined brief.

The rate-card scope factors are shown below. Client complexity is applied separately.

Focused / ×1

Focused scope

One research question, one defined customer group, and a focused interview or desk-research program.

Expanded / ×1.8

Expanded scope

Several customer segments or competitor groups with a broader evidence set and synthesis workshop.

Complex / ×3.2

Complex scope

A multi-market decision with more stakeholders, recruitment coordination, and a specifically designed research plan.

04 / TUNE THE BRIEF

See how the scope
changes the investment.

A planning range using the same rate card as the full DOC N.I.L. calculator.

Client complexity and scope are separate factors. The written proposal confirms the level that matches your brief.

05 / THE ACCEPTANCE GATE

Know what good
looks like.

Evaluate whether the evidence resolves the agreed questions, identifies remaining uncertainty, and supports a documented decision.

ILLUSTRATIVE APPLICATION / NOT A CLIENT RESULT

ILLUSTRATIVE APPLICATION

A company considering a new service can interview relevant buyers about purchasing conditions before committing to the launch.

06 / PRICE GUARDS

Protect the scope.
Protect the result.

Outside this product unless agreed.

  • Participant incentives and external data purchases
  • Statistical representativeness unless expressly designed
  • Guaranteed commercial results or unrestricted research expansion

No hidden expansion.

The proposal confirms quantities, review rounds, locations, versions, and the service period. Additional work receives a written change scope before it starts.

8% G&A is additional. Third-party costs and applicable tax are confirmed separately. Estimates are planning ranges, not a booking or a guarantee of results.

Before we begin.

Is this a statistically representative study?

Only if the scope explicitly defines a suitable sampling and analysis design. Qualitative findings are labeled accordingly.

Can you interview our customers?

Yes, with approved access, clear participation terms, and an agreed interview and data-handling plan.

07 / CONNECTED PRODUCTS

Build the next part.

Separate products. Connected when the brief calls for them.

GOOD WORK STARTS WITH A CLEAR BRIEF

Define the next move.
Then make it happen.

Build a planning estimate Discuss this product