About

2026SKOheadshots076-1Martin DeWitt, Founder and Principal Researcher

Martin DeWitt is the founder and principal researcher at Piedmont Insight and Sr. Market Research Analyst at Red Hat. He conducts primary and secondary research using quantitative and qualitative methods helping business leaders better understand–and take action around–their markets, customers, prospects, competitors, brands, messages, and employees. In 2019, he was the market research manager at Noregon Systems, a trucking software business, creating and sharing insights from market sizing, win-loss, and go-to-market research. He joined Noregon after about five years at Red Hat, where he worked on portfolio strategy, return on marketing investment, demand generation, and customer segmentation.

At Noregon, he measured and analyzed the market size and share of the company’s flagship product, identifying areas with the most opportunity to grow. His go-to-market research helped the CTO make a build-versus-buy decision and a product manager know which prospective customers to target for a new software-as-a-service offering. He produced and shared 12+ win-loss reports using in-depth interviews with customers and prospects explaining why people did–and did not–buy the firm’s products.

At Red Hat, he developed a customer and market insights practice from scratch in the Products and Technologies organization for the VP of Portfolio Product Marketing. His research on IT decision makers informed the company’s sales conversation framework. Estimates from his customer segmentation research were used to refine the North America sales coverage model.

Martin enjoys working in business insights because he likes helping people and organizations to innovate, grow, and achieve their goals.

He has a BA in sociology from Duke University and a graduate certificate in survey science from UNC-Chapel Hill. 

Martin lives in Hillsborough, NC, with his wife and daughter. His hobbies include hiking, reading, and watching basketball.

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