How to buy and
check research
Practical guides for people who commission, read and rely on research: what to ask, what things cost, how to check what you are given. Written by Theory Intelligence researchers from the work, with sources named. Free to use and cite.
Customer Interview Questions for Commercial Due Diligence
The questions that make customer diligence calls useful, organised by the claim they test: retention, pricing power, competition, switching cost. Scoring included.
How to Verify a Research Report
A one-hour method for checking any consulting or research report: trace citations, test the sample, find undisclosed AI use and decide what weight it deserves.
Expert Network Pricing Guide
What GLG, AlphaSights, Guidepoint, Third Bridge and Tegus calls cost in 2026, the hidden cost of credits and unused capacity, and how a fixed fee compares.
How to Brief a Research Firm
How to commission primary research: state the decision, name the claims to test, set the evidence bar, fix the timetable and ask how AI will be used.
Win-Loss Interview Questions
Thirty win-loss interview questions grouped by decision stage, with notes on sequencing, what not to ask, and how to turn answers into a signed recommendation.
Primary vs Secondary Research
The difference between primary and secondary research, when each is enough, what generative AI has changed, and how to combine them for a defensible decision.
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