Insights
Market Structure
Whole-market studies and bi-weekly essays on structured market intelligence, by Pascal Moyon. The findings, the method, and the proof.
Market studies
Whole-market reads — every competitor, every customer voice, no sample.
Each is a real market analysis end to end. Findings from public data — not delivered client results.
The German sound market · Germany · 2026
Generic search drives the sales — and premium brands are missing from it
The weight-loss treatment market · UK · 2026
8.5M monthly searches, one molecule with 1.9M — and the NHS losing 90% of its visibility in AI answers
The camera market · UK · DE · FR · IT · 2025-2026
737K signals, 3,400 products, four EU markets on weekly refresh
The cannabis & CBD market · UK + US · 2026
Same plant, two markets: 155,000 voices measured across the UK and US
Machine vision · US · DE · JP · KR (expanding to IT, FR, CN) · 2026
8,000+ deep-web sources across 5 verticals and 4 markets
Australia's prams market · Australia · 2026
9,637 products across Google and Amazon, and an overselling gap
The building society market · UK · 2026
90,107 signals and an unowned first-time-buyer niche
The luxury holidays market · UK · 2025
40+ rivals and 289K monthly searches the operators weren't answering
The crypto custody market · United States · 2026
The perception leader vs the share-of-voice leader, read from 4,919 signals
The gift market · United Kingdom · 2024
Four gift markets, a 9,015-term vocabulary, and 14M monthly searches
Essays
Market Structure — the bi-weekly essay.
Long-form on structured market intelligence. Cross-posted from Substack.
The four silos of market research — and why your view of the market is broken
Market research is split into four silos — surveys, SEO, Amazon, advisory — that don't talk to each other, on data that often can't be verified. Why one instrument beats a five-tool stack.
Keyword search volume: four challenges, one honest number
Google's volume figures merge close variants, inherit totals onto misspellings, refuse whole categories, and snap to buckets. Measured in 106,313 keywords.
Market research: what it is, what it's for
Market research finds opportunities, maps market structure, prioritises action. We measured the market-research market itself: demand is tool-shaped.
The State of AI Market Research, 2026: nobody owns the answers yet
Original measured research on the AI-market-research category: 37,120 evidenced observations, the full UK and US search landscapes, and the AI-answer citation layer. Five findings, including the one that matters most — the category's AI answers are dominated by listicles and one live debate, not by any incumbent.
AI answers have a shortlist for market research. Here's how it's decided.
The GEO scoreboard is your share of the citations AI answers make — and it does not move with your Google rankings. Here is how to measure it, who currently owns the answers in market research, and why that lead is more contestable than search.
Ask the market anything
Theia reads everything the internet says about a market — every source type, every competitor, every language — and answers questions with evidence you can check. Seven real questions across seven markets, answered from 800,000+ measured voices.
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.