Market intelligence & primary research
Which technology shifts will buyers pay for?
We study how households choose products and how enterprises move from trials to paid deployments, then estimate what those choices mean for market demand.
Custom buyer studies
Talk to the people who make the purchase.
Consumer surveys
In multi-country quantitative surveys, we ask what people own, what they bought last and when they expect to replace it. Comparing those answers by country, income and installed device shows which buyers are ready to switch and which can wait.
Enterprise decision-maker panels
We ask IT decision-makers who controls the budget, how many seats are in production and what stands in the way of a rollout. A pilot held up by security review calls for a different response than one that users tried and abandoned.
Demand modeling & competitive benchmarking
Size the market you can reach.
- 01Total addressable market (TAM)
Start with the eligible households or businesses. Model units and revenue using buying frequency, deployment size and price.
- 02Serviceable available market (SAM)
Narrow the estimate to buyers the product can serve at launch. Geography, channel access and technical requirements each change that number.
- 03Competitive benchmarks
Compare awareness, consideration and actual purchases across suppliers. A gap between shortlist share and sales helps identify where buyers choose a competitor.
Positioning, pricing & feature trade-offs
See what buyers give up to get the feature they want.
Show buyers two plausible offers at different prices and ask them to choose. Varying the features separates the benefits that change a purchase from those people like when everything costs the same. We test positioning against those choices and compare price sensitivity across buyer groups.
After launch, the Delight Scale measures how customers feel about the product they bought. Read how the scale works to see what it adds to a satisfaction study.
Ongoing coverage
Check buyer intent against what the industry can deliver.
The Forecast Stack connects adoption assumptions to chips, compute capacity and revenue. Use Atlas to follow our research as supplier plans and customer budgets change.
Our analysis services help management teams apply the findings to a product or market decision. For investors, the Strategic Investment Insights Program puts buyer evidence alongside company and industry analysis.
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