Every Futurum market model is built the same way. We start from a defined taxonomy, work up through named-vendor revenue to a complete market size, and finish with a forward forecast. Every step is grounded in primary data and analyst judgment rather than top-down assumption.
Part I · Sizing the Market
Every market opens with a mutually exclusive, collectively exhaustive taxonomy that defines it down to the submarket level.
The practice analyst confirms the vendors that matter most; the count scales to the market's structure.
Reported revenue from financial filings for public vendors; funding, growth, and other signals for private ones.
We isolate the share of each vendor's revenue genuinely addressable to the market in question.
Addressable revenue is split into the taxonomy's submarkets using analyst expertise, proprietary buyer data, and public evidence.
At least three years of reconstructed history puts two full years of observed growth beneath the current year.
We fit the decay curve of ranked vendor revenues and integrate the tail into a single Net Remainder line: a complete market, not just the names we know.
Part II · Forecasting the Market
Our forecast is built from three inputs, combined at the submarket level, then flexed into Bull, Base, and Bear scenarios and cut across dimensions using survey data and analyst insight.
A technology-spending survey long relied upon by leading investors signals what enterprises intend to spend in the near term.
Our practice analysts live in their markets. Through industry events, vendor briefings, and buyer conversations, they carry a forward view that no dataset alone provides.
Our granular submarket-by-vendor history shows how the market has actually been moving.
Futurum's Decision Maker research runs on a verified panel of senior enterprise technology decision makers, tracked continuously since 2010. Every respondent is identity-verified.
The program is built on a small set of standing instruments: a quarterly spending-intentions survey that serves as the spine, an AI-stack tracker following adoption across the emerging AI stack, and targeted deep-dive studies fielded against the same taxonomy.
Results report through a consistent metric set, including Net Score (net spending momentum) and Pervasion (market penetration), so readings are comparable across vendors, markets, and time.
The vision behind everything in Futurum’s Custom Research practice is this: research should show you what is happening, what comes next, and what to do about it. It should be personal to each audience, easy for people to grasp, and structured so LLMs can reason over it accurately. And it should be fast and turnkey; you want answers now, not another project to carry for quarters.
Whether you are defining business, channel, or go-to-market strategy; evaluating vendors or justifying ROI; or commissioning research to fill an emerging market need, we have your back, with a program that answers your questions with the objectivity and credibility to drive real decisions.
To do it, we bring unmatched data to bear: Futurum research, surveys, and market projections; validated market feeds; ETR’s 15 years of insight from 10,000 technology decision-makers; G2’s buyer and user data; and what our analysts hear every day. Add leading primary collection, from AI-moderated voice interviews to surveys and analyst-led interviews, all turnkey, and every project comes out credible, nuanced, and actionable.
And we don’t just drop the results in your lap. For internal work, we provide analyst-led sessions, interactive dashboards, and a range of formats. For market-facing work, Futurum delivers turnkey activation and amplification that actually gets seen, by people and by LLMs, through our media and share of voice. This is research that moves decisions and markets.
We will meet you wherever you are, from a fast-turn brief to a multi-year program, and shape the work to your goals, timeline, and budget. The right program for your moment.
If any of this is useful, I would love to talk.
VP, Custom Research · The Futurum Group
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