Analyst led & owned.

We are passionate about providing market intelligence for our IoT world.
Our services are built from industry expertise and primary research fundamentals.

Our core values


Cutting through complex topics to present you with insight.


Simple deliverables, easy to interpret, easy to use to build your own analyses.


Personal analyst relationships fostering information partnerships. We have a shared goal of better market intelligence.


We build our research from original discussions with the industry.

Key parts of our methodology



We invest in scoping our research to enable a taxonomic view of the market. This is essential to understand a market, its technology and the future.



Face to face and phone discussion combined with collection of data from vendors.



Through partnerships with vendors we gather feedback on preliminary data and findings. Feedback discussion is critical to keep our insights as representative as possible.

Josh Woodhouse
Lead Analyst & Founder

Josh is the lead analyst and founder of Novaira Insights. He has been researching the wider video surveillance and electronic physical security industries for over a decade. Josh has experience with a broad range of clients from video surveillance specialists; electronics and component suppliers; major technology, defence and financial companies. Josh is a regular webinar host and speaker at industry events worldwide. Prior to founding Novaira Insights Josh worked in analyst and managerial roles at IMS Research, IHS Markit and Informa (Omdia). He holds a Bachelor of Science in Natural Sciences from the University of Birmingham.  In his spare time, he’s an active sportsman, long suffering football fan and below par guitar player.

Josh Woodhouse

Lead Analyst & Founder

Jon Cropley
Principal Analyst

Jon is a principal analyst at Novaira Insights. He has 20 years’ experience in technology market intelligence and before joining Novaira Insights in early 2021 worked at IMS Research, IHS Markit and Informa (Omdia). His views and research on the video surveillance market have frequently been quoted in trade and national press outlets around the globe. He holds a BSc in management from Lancaster University and lives with his family in Northamptonshire, UK. In his spare time, Jon enjoys hiking and spending time with his children.

Jon Cropley

Principal analyst