We do market analysis. Our goal is output readily understood and usable. The first step, before looking at data, is to know the business in question. This, so as to remain grounded in practical realities. Looking at all available information, we sort down to what matters and why. The device of data storytelling makes things plain. We aim for insight that sets off an ongoing chain of further insight. We keep in mind the needs of data users. We also seek to provide data developers with helpful information from outside their sources.