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.
