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Voice of Market – Intelligence

Go beyond voice of customer and uncover stakeholder insights and decision maker opinions from all corners of the market.

What do automation buyers really think?

Many business strategists find internal voice of customer efforts to be limited due to an inability to reach the full market. The industry is constantly changing, so the need to strengthen key decisions and minimize risks through accurate, unbiased and timely analysis, is more important than ever.

Our Voice of Market service delivers a clear, impartial view of the supply chain and automation landscape, including customer sentiment and emerging trends. We provide perspectives gathered from the entire market – including customers, prospects, lost customers, channel partners and end users.

Are you ready to make more informed strategic decisions?

Our Voice of Market trackers are designed around customer workflows, each including twice-yearly surveys from ~300+ respondents and in-depth interviews.

You have the option to choose from three services:

  • Order Fulfillment
  • Forklifts & Pallet Handling
  • Material Transport

Beneath the surface: Voice of the Market

While customer satisfaction surveys yield valuable information, they may not be:

Impartial: respondents know it is your company asking.

Representative: your customers may not a) be representative of the broader market, b) be aware of emerging trends, or c) want to share key information with you.

Multi-layered: It is hard to get responses from multiple levels within organizations, including the actual product users.

Our Voice of Market trackers deliver unbiased and impartial insights gathered from decision makers and stakeholders – customers, prospects, lost customers, channel partners and end-users.

What we offer:

  • Full view of the market – including emerging, growing and lagging players
  • Blind survey and in-depth interviews of current and potential decision makers and end-users
  • Deep domain expertise

An annual subscription includes access to two reports, each 6 months apart.

Our deliverables include a database and dashboard of data, a written PDF report, and unlimited analyst inquiry.

Download our brochure for a full overview of our Voice of Market service.

Why outbound and loading need as much peak season prep as order picking

Why outbound and loading need as much peak season prep as order picking

global forklift sales
The forklift market isn’t rejecting automation — it’s asking for a bridge

The forklift market isn’t rejecting automation — it’s asking for a bridge

warehouse automation
Complexity, not cost, is leading barrier to automation in order fulfillment operations

Complexity, not cost, is leading barrier to automation in order fulfillment operations

Majority of automation companies fail to listen to customer feedback

Majority of automation companies fail to listen to customer feedback

Frequently asked questions

Our Voice of Market service is a twice-yearly syndicated, quantitative + qualitative study which delivers impartial insights - market health, sentiment, investment appetite, brand / vendor perception, and emerging trends - from decisionmakers and influencers who are involved in the selection, purchase and use of automation technology for their facilities.

Understanding market sentiment can help companies focus efforts on the items which will deliver the biggest impact for prospects and customers. In addition to gathering actionable short-term expectations on respondents’ company revenue growth, CapEx ambitions, and expectations for labor supply and costs, Voice of Market efforts enable OEMs to learn about day-to-day pain points, vendor selection criteria, and Brand funnel metrics.

Feedback gathered in-house has small sample size and is usually limited to current customers - Our Voice of Market service captures insight from every corner of the global market. By globally engaging prospects, lost customers, channel partners, and even competitors, we deliver a complete and unbiased view of market sentiment, needs, and dynamics. This broader perspective helps you make more informed, confident strategic decisions.
Customer bias can be found in supplier-led research - Our blind survey plus in-depth interview approach ensures feedback is free from the influence of existing relationships or internal bias. This enables a more accurate and complete view of market dynamics - something internal efforts often miss.
Generic insights from outsourced research limit actionability - Our proven track record as thought leaders in our core sectors ensures the research is guided by deep domain knowledge. The result: insights that are strategically actionable and far more valuable than generic outputs from non-specialist vendors.
Inconsistent Data and Missed Trends - We will publish results every six months. This regular cadence allows you to track KPI progress, stay informed on market priorities, and understand how your brand and competitors are perceived.

Traditional satisfaction surveys often create a gap between collecting feedback and generating meaningful insights that really drive your business strategies. Our Voice of Market (VoM) service goes far beyond a simple customer satisfaction surveys and uncovers insight and opinion from all corners of the market. It is designed to help you understand what matters most to your customers and prospects, offering a clear, impartial view of market health, sentiment, investment appetite, technology vendors, product innovation, and emerging trends.

Voice of Customer efforts are mostly focused on current customers, with information gathered via sales representatives, usually on an ad-hoc basis. When suppliers survey their own customers, responses often reflect what customers think they should say, or what they want vendors to know - rather than the full truth. Crucial details, such as work being done with competitors, are frequently omitted. This can lead to blind spots and flawed assumptions in strategic planning. Our Voice of Market covers customers, lost customers and prospects with a blind survey, eliminating bias. Its regular cadence provides trending information over time.

The syndicated Voice of Market service is built to understand the most universal/common pain points and opinions across the different services. If you need more specific information, or are looking for component level information (e.g. Machine Vision, Motors and Drives) ask us about our Custom Voice of Market offering.

Sales & Commercial - Qualify prospects faster and win more deals as insight-led selling replaces assumption-led pitching.
Marketing and Brand - Sharpen messaging and differentiation through evidence-backed positioning that mirrors real buyer priorities.
Product Management - Prioritize roadmap around unmet needs, with a roadmap which reflects market-wide needs, not internal anecdotes.
Strategy & Market Intelligence - De-risk decisions and track shifts via credible market evidence which underpins strategic planning.
Executive Leadership - Make confident strategic bets which are better informed and grounded in market evidence.

We recruit respondents via third-party panels, our strong network of end customers and other partners. We recruit buyers, investment decisionmakers and influencers with titles relevant to integration, distribution supply chain, innovation, IT. warehouse, production, facilities and operations management. Each response is manually validated to ensure industry knowledge. Subscribers of the service are also welcome to distribute to their own customers and prospects.

To get started: Schedule a call with our team to discuss our Voice of Market services in more detail, or send us a message with any questions you may have.

Responses are filterable by region, company type, revenue, and facility size. We also provide the ability to view respondents by decisionmakers vs influencers. Because we have the individual survey responses, bespoke views and filters can be made available to our clients.

The syndicated Voice of Market service is built to understand the most universal/common pain points and opinions across the different services. If you need more specific information, or are looking for component level information (e.g. Machine Vision, Motors and Drives) ask us about our Custom Voice of Market offering.

Syndicated reports focus on market sizes, trends and OEM projections. Voice of Market focuses on the point of view of users so OEMs can understand the “why’s” behind the trends and focus your efforts on the items which will deliver the biggest impact for your prospects and customers.

We recruit buyers, investment decisionmakers and influencers with titles relevant to integration, distribution supply chain, innovation, IT, warehouse, production, facilities and operations management. Respondents are recruited on a global basis across companies and facilities of different sizes.

We asked, you answered

How do businesses currently collect and use customer feedback?

Our Voice of Market Adoption & Trends Report 2026 presents an industry-wide view of organizations’ current customer feedback programs and initiatives, where existing approaches fall short and how companies can close the gap between insight and action.

Based on responses from a survey of over 200 professionals, this report provides clear benchmarks to support your go-to Voice of Customer/Market strategies.

Download your free copy now!

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