Research
Market Structure
Bi-weekly essays on structured market intelligence, by Pascal Moyon. Cross-posted from Substack.
Deep web research for B2B markets
AVIXA, EMVA, GenICam, ROS Discourse, ResearchGate — the 8,000+ sources that drive industrial specification decisions live where Brandwatch can't crawl. The deep-web alternative.
The eleven shapes of a market
Most segmentations are methodology artefacts. Real markets, read from search data, almost always reveal more structure than survey research can resolve.
Why your share of voice number is wrong
Most measurements of share of voice answer a different question than the one a CMO actually asks. Here's the fix.
The four pillars of structured market intelligence
Most platforms cover one pillar and call it intelligence. The brands that need all four are quietly building integrated stacks that connect them. Here's the methodology behind the four-pillar approach.
Why we don't ship synthetic respondents
Synthetic respondents are useful for early-stage exploration. They are structurally biased for board-grade strategy, PE diligence, and regulated services. Here's the alternative.
We ran a Theia study on the AI market research category itself
When you sell market intelligence, the most credible demo is to run the engine on yourself. Here's the result — and what it tells you about the category.
Your market is a graph, not a dashboard
Why share of voice dashboards are the wrong tool for strategy, and what a structured graph of your market looks like instead. Five years of the method in public.