How Does The PeMa Quadrant Work
The study is a result of extensive primary and secondary research carried out across the market. The primary research details are collected by circulating a survey form across the firms providing analytics and data science services. The companies are surveyed and researched on several parameters such as the number of analytics employees, number of data scientists in the analytics team, number of clients served, new clients added in a year, sectors and geographies served, types of analytics services rendered, budget for analytics team, and revenue generated, among others.
Evaluation & Scoring
Each of these parameters collected and researched through survey forms represents maturity or penetration and will be based on the inputs provided and the research conducted. AIM uses a uniform set of evaluation criteria to score vendors on each parameter. The scale for this evaluation is relative and depends on what the best-in-class looks like for each criterion. Scores are normalised to take an average of the parameters and identify Penetration and Maturity indices that are then plotted on the PeMa Quadrant.
The PeMa Quadrant is plotted based on the Penetration and Maturity scores of the companies — hence the companies are placed in one of the four quadrants — Leaders, Seasoned Vendors, Challengers and Growth Vendors.
- Leaders – These are vendors with a strong market presence across industries or geographies and exhibit consistent growth. They have well-established teams that can deliver end-to-end services using state-of-the-art technologies.
- Seasoned Vendors – These are vendors with strong technical capabilities and consulting experience. While they also have a considerable market presence, they still need to catch up with the Leaders.
- Growth Vendors – These are vendors with significant market penetration that have shown rapid growth in their revenues in the recent past. They are comparatively behind the Leaders in terms of the maturity of their delivery capabilities.
- Challengers – These are the niche vendors that serve limited geographies but can become Growth Vendors by improving the marketing presence and optimising the portfolio.
The vendors not mentioned in the report either did not participate in the study or did not meet the minimum criteria to be scored and plotted on the PeMa quadrant.