Below are examples of the analytical frameworks I apply across my research and writing.
Industries and technologies do not move in straight lines. They follow a recurring arc:
- Exuberance: hype, over-investment, inflated expectations.
- Pullback: correction, cost-cutting, disillusionment.
- Equilibrium: mature, sustainable adoption.
The Pendulum is a tool for locating where a technology or market behaviour sits in that cycle, and for resisting the temptation to mistake the peak of hype for the new normal.
First unveiled at the 2026 MediaTech Festival, the Pendulum is a framework I regularly apply in client engagements across research, strategy, and positioning work.
What companies say at trade shows, the words they choose, the problems they frame, the outcomes they claim, is a form of competitive intelligence. I use word frequency analysis and text mining on exhibitor materials to map how company language is evolving, where it aligns with buyer priorities, and where it lags. This is one of the few data-driven approaches to understanding the gap between what the industry sells and what buyers actually need.
The findings feed directly into client work. Positioning projects, messaging frameworks, and go-to-market strategies I have developed for clients are grounded in this kind of real data rather than assumptions about what the market wants to hear.
This is an example of a messaging analysis on Sense the Frame.
I maintain a set of proprietary Media Tech databases that underpin my analysis rather than starting from scratch for each project. The two core datasets are an M&A tracker and a product tracker, together covering 850+ companies, 350+ products, and 150+ deals.
These are living datasets, updated with each major industry event or publication cycle, and they are what allow me to identify structural patterns rather than just react to individual announcements. I am constantly working to expand my coverage of the Media Tech universe.
This is an example of an analysis based on my M&A tracker on Sense the Frame.
Get in touch for more information.