Every market runs on stories. We test them against experience

Technology vendors, buyers and analysts alike get caught up in narratives - the latest big idea changes everything, everyone's doing it so don't get left behind, it's just another hyped solution looking for a problem. Freeform Dynamics is an independent research firm that pulls these apart, comparing what the experienced know, with what the less experienced assume, what the evangelists claim and what real-world adoption reveals. We then publish what we think IT buyers need to know.
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How we develop our views and opinions

Our understanding of any market stems from three types of conversation, and the most useful insights typically come from comparing and contrasting different perspectives and viewpoints.

  • Vendors and the channel keep us up to date on their latest visions and narratives, and what's being built, claimed and sold. Whether through formal briefings or less formal exchanges, the long-standing relationships we build and maintain within the tech ecosystem give us early sight of where the market is heading.

  • IT leaders and practitioners in our network keep us tuned into what's actually happening on the ground (or not, as the case may be), and for what reasons. Sometimes we are advising them, sometimes comparing notes in fast-moving areas, and sometimes just calling around to get their impressions of new ideas and technologies. These are the exchanges that keep us grounded.

  • Structured research, particularly our survey work, doesn't just provide a sense of the momentum and scale of adoption in key areas, but also allows us to test hypotheses, validate claims, and more generally assess where and how emerging technologies are having the most impact. As part of this, we often learn a lot by comparing the perceptions of those with and without direct experience.
Nothing in enterprise IT is universally true - it all depends on the context.
A company's culture, strategy and systems landscape, not to mention the use case at hand, will all have a bearing on which technology options make the most sense.
Our work with IT vendors 
The things that make our work credible with decision-makers are what make it valuable to vendors. Sponsored research, papers and buyer’s guides give your message independent grounding, built on what experienced IT leaders and practitioners actually tell us. You help shape the scope and emphasis of the study or asset, and we’ll craft it around the angles decision-makers are most likely to care about. We keep design and editorial control of everything we publish, because that’s what makes buyers trust it.
Some of our clients:
IBM
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