Market Intelligence
Strategic decisions need two reads: the world outside, and the way the world outside is reading you. Most firms have a subscription to one and an opinion about the other. Maxelia delivers both as a structured service, then synthesises them into a single picture you can act on.
The two lenses
Most market intelligence offers conflate the two. They ship sector trend data alongside reception sentiment alongside SWOT outputs, all on the same page, as if they were the same thing. They are not. One is a continuous read on the world. The other is an episodic read on how the world reads you. The synthesis is the third thing, produced by combining the two.
External lens
Sector trends, competitor moves, regulatory and geopolitical signals, technology and vendor landscape. Continuous, because the world moves continuously. Personalised to the subscriber.
Delivered as
Sector Intelligence (£350/mo) and Strategic Intelligence (£650/mo).
Internal lens
Audience reception, comprehension and credibility, media coverage of the firm specifically, sentiment shifts. Episodic for the diagnostic, continuous for the pulse. Anchored to the Sentiment Compass methodology.
Delivered as
Market Sentiment Audit (£4,000-£7,500) and Sentiment Pulse (£1,250/mo).
Synthesis
SWOT reframed against actual data. Competitive positioning maps evidenced from both lenses. Strategic briefings calibrated to the decisions on your roadmap. The synthesis is where the commercial value sits. The two lenses are inputs.
The four service tiers
Each lens is delivered in two shapes: an episodic deep-read for when you need the picture set, and a continuous pulse for when you need it kept current. Pick the cadence that matches your decision rhythm.
External lens
Continuous personalised briefings on the developments that matter to your sector and role. Not a newsletter, not an aggregator. Each issue is written for the subscriber, not the audience.
Inputs
Outputs
Sector Intelligence plus a monthly advisory call. Used by leaders who want the briefings translated into their specific strategic decisions, not just delivered to their inbox.
Inputs
Outputs
Internal lens
A structured outside-in read on how the market is actually receiving your proposition today. Triangulated source review, anonymised audience interviews, six-dimension reception map, translation playbook.
Inputs
Outputs
Continuous monitoring of how the market is reading you, after an Audit has set the baseline. Quarterly Sentiment Map updates, monthly sentiment alerts on material shifts.
Inputs
Outputs
Synthesis deliverables
The synthesis layer is where the lens data becomes a decision. Each of the deliverables below is produced from the same underlying data, framed around a different strategic question. They are available as part of an engagement, not as standalone products.
Strengths, weaknesses, opportunities, and threats reframed against the actual reception data and the sector signals, not the boardroom version of them.
Where you sit against named alternatives across the dimensions the market actually evaluates on, evidenced from sentiment and sector data.
Quarterly or ad hoc memos that combine the two lenses into a single decision-ready read for the board or executive team.
Year-on-year movement across the six reception dimensions, with the sector context that explains the movement.
How this connects to the Compass System
Market Intelligence and the Compass System share a methodology. The Sentiment Compass scores the same six dimensions (Comprehension, Credibility, Differentiation, Relevance, Trust, Activation) that the Market Sentiment Audit produces a Sentiment Map for. The free Sentiment Compass Lite is the entry point into both.
If you want to triangulate the market read with the organisational read and the leadership read in one engagement, the Strategic Triangulation engagement bundles all three Compasses with a cross-Compass synthesis readout.
Get Started
If you need to know what the world is doing, start with a Sector Intelligence subscription. If you need to know how the world is reading you, start with the free Sentiment Compass Lite or commission a Sentiment Audit.