Questionlab adds enterprise research leader Nicholas Suggs

Questionlab is expanding from sample and survey execution into full-service enterprise research, naming Nicholas Suggs senior vice president of revenue to lead the push. The move is aimed at giving insights teams a single partner for research design, fieldwork and analytics across larger programs.

Why it matters: - Questionlab is moving up the research stack, which could let the company win larger, longer-term enterprise accounts. - Enterprise clients often want one partner to handle research design, sample, execution and analysis without stitching together multiple vendors. - The expansion gives Questionlab a new way to monetize its existing sample and technical infrastructure.

What happened: - Questionlab appointed Nicholas Suggs as senior vice president of revenue. - Suggs will build and lead a new full-service research practice for enterprise clients. - The company said the expanded offer will support clients in concept and innovation testing, brand tracking, segmentation, attitude and usage studies, customer satisfaction research and NPS research. - Questionlab said the new model is designed to work directly with insights and analytics teams on broader research programs.

The details: - Questionlab already provides sample delivery, survey programming and hosting. - The expanded service combines research design and analytics with Questionlab’s sample and technical capabilities. - The company said the new approach will create a single point of accountability for enterprise research. - Questionlab’s operations team will continue to handle programming, sample and technical execution. - Suggs has held leadership roles at Jasper Colin, PureSpectrum and Voxpopme, plus earlier roles at FocusVision, now Forsta. - At PureSpectrum, Suggs helped build a full-service custom research practice for enterprise clients and exceeded his revenue target by 173% in the practice’s first year. - Questionlab said Suggs will work with research and insights leaders across CPG, technology, financial services and other industries. - Questionlab has proprietary access to millions of respondents across hundreds of profiles and serves audiences in North America, EMEA, Latin America and Asia-Pacific. - Questionlab also offers in-house survey programming, project management, sample delivery and full-service quantitative research.

Between the lines: - The hire signals that Questionlab wants to be seen as more than a fieldwork and sample provider. - Full-service research often carries more strategic value and can deepen client relationships. - Suggs’ background suggests Questionlab is betting on a consultative sales model, not just transactional execution. - CEO Scott Jones said the company sees an opportunity to do more for clients that already rely on Questionlab’s existing capabilities. - Suggs said trust, quality and sound methodology are central to the client relationships he wants to build.

What's next: - Questionlab will use Suggs to grow its new enterprise research business across key sectors. - The company is likely to lean on its existing operations team while adding strategic research leadership around client engagements. - Questionlab said the goal is to support more of the research process from start to finish.

The bottom line: - Questionlab is broadening from execution into end-to-end enterprise research, with Nicholas Suggs hired to help turn that strategy into revenue.