Adversarial market research for enterprise software - Lecture 2.4

Modern supply chains depend on a myriad of software products. Picking the right vendors is a matter of survival. However, as the number of vendors is large, companies need a systematic approach in this undertaking. The traditional market research practice starts with good intent but invariably ends up with bad outcomes, as market research firms end up acting as marketing fronts for the companies they are supposed to analyze. The hope that an unbiased research firm will emerge is misplaced. However, the vendor-on-vendor assessment is a methodology that allows even a biased market research firm to produce unbiased results.

Timestamps

00:00 Introduction

01:59 The world of enterprise software

05:17 Epistemic Corruption

14:15 The story so far

15:57 Case Studies, On Vendors (recap)

18:15 Market Research - Direct

18:55 Misguided questions

25:11 Conflict of interest

32:30 Pretense of neutrality

32:59 Wishful thinking

36:40 Market Research - Adversarial

36:55 The silver bullet test

40:12 Qualitative questions

44:01 Rank rivals

46:16 Vendor-on-Vendor format

48:45 Objections

54:47 Recap, market research

59:31 Conclusion

01:01:28 Adversarial Market Research - Questions?