You simply are not educated enough about this topic. The Big 12 has hired two firms, not just navigate research. The also hired Bevilacqua Helfant Ventures.
The league hired an analytics firm, Navigate Research, to identify the best data producing a College Football Playoff team. And the league also hired media consultant Bevilacqua Helfant Ventures to assess the financial impact of staging a conference football championship game and starting a conference network
http://www.athleticbusiness.com/college/breaking-down-possibility-of-big-12-expansion.html
BHV will present the results of the study to the presidents at the Big 12 meetings in June.
Regarding playoffs, this is a quote from Big 12 commissioner Bob Bowlsby, regarding this very topic:
Bowlsby was firm in his belief that there are too many other factors involved in the overall health of the conference to make such lofty decisions based entirely on the CFP.
"It's certainly a component, but there are financial aspects, there are lots of other sports involved," Bowlsby said. "There's probably none more important than football, but it isn't just about the playoff. It's an important component, but it's not the only component.
http://espn.go.com/college-football...-football-playoff-drives-debate-big-12-future
There you go. Game, set, match. The playoffs are not the motivating factor here. You keep insisting that the Big 12 is doing this just because of the playoffs. I don't know how many times I have to tell you: Their path to the playoffs isn't blocked. There is no rule or requirement that currently puts the Big 12 at a disadvantage. There is no rule that says, "You have to have 12 teams to get a playoffs spot." There is no rule that says, "You have to have a CCG." There are simply no rules out there hindering the Big 12 from getting a playoffs spot. Also, there is
no evidence whatsoever that the other conferences are even considering passing any sort of rule that would hinder the Big 12. There simply isn't any pressure for the Big 12 to expand due to making the playoffs.