What a Commercial Weight engagement involves
The sector analyses on this site demonstrate the methodology in action across a growing library of UK markets. A bespoke engagement applies the same framework to your specific business — your category, your competitive position, your customers, and the precise territory your current brief may be missing.
Most marketing decisions are made against an inaccurate picture of the market. The brief that goes into a campaign determines what comes out. Businesses invest heavily in execution and barely at all in the commercial understanding that should precede it.
The result is predictable: high-volume demand that converts poorly gets over-resourced. High-weight demand that converts well gets missed. The divergence between volume and weight is where most strategies are losing ground they do not know they have lost.
What the analysis finds
Surface Intent
What people are actually searching. The language they use and the shape of the demand signal in your specific category.
Contextual Need
What they are really trying to resolve. The underlying drivers: urgency, risk, confidence, fear of getting it wrong.
Commercial Weighting
Which demand carries the most commercial impact. Scored by Presence × Value × Likelihood to Act — not volume.
Market Pressure
Where the market is crowded versus defensible. Where a change in approach creates real advantage.
Conversion Readiness
What must resolve before each group commits. The psychological and structural barriers that shape how journeys should be designed.
What you receive
Five-layer analysis report
A structured written document covering all five layers of commercial intent as they apply to your specific category and competitive position. Not a template filled in — a document written for your market.
Demand group scoring
Every identifiable demand group in your market scored by Presence × Value × Likelihood to Act. A clear picture of where commercial weight is concentrated and where it is being misread.
The ungoverned layer finding
The single most commercially significant opportunity your market is currently leaving available — the territory where the highest-weight demand exists and no current supply is adequately serving it.
Topics to own
The subject areas where your content and messaging should build authority — not a keyword list, but the conversations your highest-weight customers are already having that current execution is not addressing.
Content gaps and supporting content
The specific content missing from your site and from your category — both the core assets needed to own the topics identified and the supporting material that carries the weight of each demand group's decision process.
User journey recommendations
For each high-weight demand group, the specific pathway from first contact to decision — the resolutions each group needs, the evidence they look for, and the content and interactions each step requires.
Site structure requirements
Where the current site structure is organised against volume demand rather than weighted demand — and the specific navigation, taxonomy, and architectural changes needed to surface the high-weight territory for buyers who are already looking.
Conversion funnel requirements
What each demand group needs to resolve before committing, where your current funnel drops them, and the specific conversion architecture required to match the decision process the buyer is actually running.
Channel and audience signals
Where your highest-weight audiences engage, which channels are worth prioritising, and the signals to monitor that indicate you are reaching the right demand rather than the loudest demand.
Strategic recommendations
Specific, prioritised recommendations — where to focus first, what to stop optimising for, and how to position against the demand the market is under-serving.
Commercial Weight is at founding stage. There are no completed client engagements to reference yet. What exists is a theoretically rigorous framework, a working analytical tool, and a demonstrated ability to identify commercially significant demand that volume-led analysis misses — evidenced by the growing library of sector analyses published on this site.
The case study in this field is the quality of the diagnosis and whether the client recognises it as accurate. It is not the results six months later. A good analysis identifies something real and commercially material that the current brief has not surfaced. The sector analyses demonstrate that capability. A bespoke engagement applies it to your market.
Engagements and fees
Commercial Weight Lens
A focused analysis for businesses that already know the question. The Five Layers framework applied to one specific problem, demand group, or strategic question — not the full market, but the same analytical depth narrowed to a single lens on your website and competitive position.
- Five-layer analysis applied to one specific question or demand group
- Demand scoring and positioning for that narrow territory
- The ungoverned layer finding for the question asked
- Specific recommendations — content, journey, and positioning
- Short-form written report
Commercial Weight Audit
A full-scale audit applying the Five Layers of Commercial Intent to your entire market — every identifiable demand group, the complete commercial weight distribution, and the full picture of where current supply is leaving opportunity available. The output is a written report and demand matrix with a clear finding on where commercial weight actually sits, what your competitive position is missing, and what needs to change across your proposition, content, user journeys, and site structure to capture it.
- Full-scale five-layer analysis across your entire market
- Scoring of every identifiable demand group — Presence × Value × Likelihood to Act
- The ungoverned layer finding
- Topics to own, content gaps, and supporting content recommendations
- Channel and audience signal mapping
- User journey recommendations for each high-weight demand group
- Site structure and conversion funnel requirements
- Written report delivered within agreed timeline
Commercial Weight Retainer
For businesses that want the demand landscape monitored as strategy executes. Regular analysis of how demand is shifting, on-demand category work, and ongoing strategic input as the business acts on the initial findings.
- Monthly commercial weight review
- On-demand analysis of emerging questions
- Strategic oversight as execution develops
- Quarterly benchmark against initial findings
Start with a conversation.
The enquiry form asks a few questions about your business and what you are trying to understand. There is no obligation and no sales process — just a direct response from Andy Jobber on whether and how the methodology applies to your situation.