Methodology

Demystify replaces fragmented market views with a structured, comparable, and decision-oriented view of the market.

Demystify approaches market intelligence as a repeatable and structured process — designed to produce consistent, comparable, and decision-relevant views of complex markets.

Markets are defined by workflows

Markets are structured around end-to-end customer workflows — reflecting how organisations actually operate and allocate spend.

This approach:

  • Grounds market definitions in real-world usage

  • Ensures that segment boundaries remain consistent

  • Reflects how decisions are made in practice

Analysis is conducted at the level of product categories

This structure:

  • Provides a consistent basis for segmentation

  • Enables comparability across vendors and adjacencies

  • Establishes a foundation for aggregation and structured analysis

Within each workflow, markets are structured into clearly defined product categories — forming the primary unit of analysis.

Markets are measured through customer spend

Markets are measured based on customer spend allocated across workflows and product categories — rather than operational metrics such as volumes or transaction counts.

Operational metrics vary by product and do not translate across adjacent categories.

Customer spend provides a common and comparable basis — reflecting how organisations allocate budget across competing priorities.

This approach:

  • Provides a consistent measurement across products and segments

  • Links directly to revenue pools and commercial relevance

  • Alignment with real decision-making and prioritisation

Market views are built, not aggregated

Market size, growth, and share are not derived by simply aggregating reported figures.

Vendor disclosures often reflect inconsistent definitions, partial coverage, or shifting segment boundaries — resulting in fragmented views.

Demystify constructs market views through structured estimation — combining observed data, modelled estimates, and informed interpretation.

This ensures that Demystify’s outputs are:

  • Coherent — aligned to defined market structures

  • Comparable — consistent across segments and adjacencies

  • Decision-relevant — suitable for prioritisation and trade-offs

Vendors are positioned within workflows

This approach:

  • Enables clear positioning within market structure

  • Supports like-for-like comparison across providers

  • Identifies overlaps, adjacencies, and competitive dynamics

Vendors are analysed in the context of the roles they play within workflows and product categories — rather than as standalone entities.

Insight is structured to enable decisions

Analysis is designed to move from:

  • Signal — what is happening

  • Interpretation — what it means

  • Decision — what it enables

This ensures that market intelligence is not limited to description — but directly supports prioritisation, trade-offs and commitment.