About NTTQ

Market research only works when the right people are in the room. But for years, the industry has had a quiet problem: companies were spending heavily on job boards and lead generation platforms, pulling in high volumes of traffic with no reliable way to know if those respondents would actually qualify — or show up, engage, and deliver usable data.

The waste was visible from the inside. Recruitment funnels were built for volume, not quality. Qualification systems were inconsistent. And the brands commissioning research and the firms running it were both absorbing the cost — in time, budget, and confidence in their results.

NTTQ was built to fix that.

After working directly inside market research and participant recruitment, we saw where the breakdowns happened and what better screening, targeting, and acquisition actually looked like in practice. We studied how funnels converted, where unqualified respondents entered the pipeline, and what it took to attract participants who were genuinely suited to a study — not just available.

The result is a recruitment approach built around qualification from the start, so research firms get cleaner panels and brands get data they can trust.