Adversarial market research for enterprise software - Lecture 2.4

00:25 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?


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.


  • Epistemic Corruption, the Pharmaceutical Industry, and the Body of Medical Science. Sergio Sismondo, 2021 (full)
  • Influence: The Psychology of Persuasion. Robert B. Cialdini, 1984
  • Procurement Guidance, Conflict of Interest, The World Band, 2020 (pdf)