01 · The Story
Start with the story.
Identify what the market, companies, investors, policymakers, or industry participants are claiming about a technology, and state that claim plainly before measuring it. Three questions hold the story still: the promise — what is this technology supposed to make possible; the assumption — what has to be true for that promise to hold; and the priced future — what outcome is already being funded, priced, or discussed.
People talking about a technology is not the same as people building, buying, or financing because of it. Naming the story keeps the claim separated from the evidence, so the rest of the research has something specific to test.