The gap between how an enterprise describes itself and how its market actually searches, speaks, and thinks is not a communications problem. It is a structural problem. Companies build their sites, content, and positioning from the inside out, using their own taxonomy. The market searches from the outside in, using its own vocabulary, its own logic, its own categories.
Market Semantics Analysis (MSA) is the methodology Siftia developed to identify and close that gap with evidence. Not opinions or assumptions — real data from search behavior, customer reviews, competitor architecture, and the enterprise’s own language.
What the methodology covers
Version 5 of the methodology document includes the eight-step process, the complete query part-type taxonomy, six diagnostic patterns with their strategic implications, and the integration with two complementary frameworks: Jobs to Be Done (Christensen) for recovering the buyer’s underlying motivation, and April Dunford’s positioning framework for synthesizing evidence into a defensible position.
It also includes the four-tier evidence system that distinguishes what the corpus can confirm directly from what requires qualitative research, the asymmetry rule between barriers and motivations, the standard 13-section client report structure, and the implementation guide with actionable first steps.
The role of AI
This methodology has existed since the 1990s in its information architecture foundations. What transformed its practical applicability is AI: what previously took a week of manual analysis now executes in half a day. That turned an analysis exclusive to large consultancies into a practice accessible to any marketing team. Enter your information below to receive the download link by email.
Download the methodology
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