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. References: * Epistemic Corruption, the Pharmaceutical Industry, and the Body of Medical Science. Sergio Sismondo, 2021 (https://www.frontiersin.org/articles/10.3389/frma.2021.614013/full) * Influence: The Psychology of Persuasion. Robert B. Cialdini, 1984 * Procurement Guidance, Conflict of Interest, The World Band, 2020 (https://pubdocs.worldbank.org/en/240891579889685786/Procurement-Guidance-Conflict-of-Interest.pdf) ****** Check out our website: https://www.lokad.com/lectures Follow us on LinkedIn: https://www.linkedin.com/company/lokad/ Follow us on Twitter: https://twitter.com/lokad Read our blog: https://blog.lokad.com/ Sign-up for the Lokad newsletter: https://www.lokad.com/home#news ****** Timestamps: 0:00:00 - Introduction 0:01:59 - The world of enterprise software 0:05:07 - Epistemic Corruption 0:14:15 - The story so far 0:15:57 - Case Studies, On Vendors (recap) 0:18:15 - Market Research - Direct 0:18:55 - Misguided questions 0:25:11 - Conflict of interest 0:32:30 - Pretense of neutrality 0:32:59 - Wishful thinking 0:36:40 - Market Research - Adversarial 0:36:55 - The silver bullet test 0:40:12 - Qualitative questions 0:44:01 - Rank rivals 0:46:16 - Vendor-on-Vendor format 0:48:45 - Objections 0:54:47 - Recap, market research 0:59:31 - 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. References: * Epistemic Corruption, the Pharmaceutical Industry, and the Body of Medical Science. Sergio Sismondo, 2021 (https://www.frontiersin.org/articles/10.3389/frma.2021.614013/full) * Influence: The Psychology of Persuasion. Robert B. Cialdini, 1984 * Procurement Guidance, Conflict of Interest, The World Band, 2020 (https://pubdocs.worldbank.org/en/240891579889685786/Procurement-Guidance-Conflict-of-Interest.pdf) ****** Check out our website: https://www.lokad.com/lectures Follow us on LinkedIn: https://www.linkedin.com/company/lokad/ Follow us on Twitter: https://twitter.com/lokad Read our blog: https://blog.lokad.com/ Sign-up for the Lokad newsletter: https://www.lokad.com/home#news ****** Timestamps: 0:00:00 - Introduction 0:01:59 - The world of enterprise software 0:05:07 - Epistemic Corruption 0:14:15 - The story so far 0:15:57 - Case Studies, On Vendors (recap) 0:18:15 - Market Research - Direct 0:18:55 - Misguided questions 0:25:11 - Conflict of interest 0:32:30 - Pretense of neutrality 0:32:59 - Wishful thinking 0:36:40 - Market Research - Adversarial 0:36:55 - The silver bullet test 0:40:12 - Qualitative questions 0:44:01 - Rank rivals 0:46:16 - Vendor-on-Vendor format 0:48:45 - Objections 0:54:47 - Recap, market research 0:59:31 - Conclusion 01:01:28 - Adversarial Market Research - Questions?