Methodology
How we build the index.
Every number on this site comes from the same place: real executive conversations, read at scale, re-read every month.
The corpus
The index is built on long-form, executive-interview podcasts. Unscripted conversations where operators, executives, and investors talk about their business at length. Today the corpus holds 42,021 interviews and roughly 244 million words, and it grows by hundreds of episodes every month.
Why podcasts? Because that is where the B2B market thinks out loud. What shows up in surveys and analyst reports was usually said on a show months earlier, unprompted, before any vendor was in the room.
Curation
Shows earn their place in the corpus. We track sources with a sustained cadence of genuine human conversation and screen out AI-generated content, news-reading formats, and shows that stop publishing. Sources are re-vetted on a rolling basis, and a show that stops meeting the bar stops contributing to the numbers.
Coverage is organized by vertical, and a vertical is only published when its conversation volume can support honest month-over-month reads.
Classification
Every interview is classified by who is speaking: their role (CFO, CRO, founder), their industry, and the scale they operate at. That classification is what lets the same corpus answer different questions. How healthcare CFOs talk, what startup CROs worry about, which topics are moving in professional services.
The measures
Share of conversation is the share of a month's interviews that mention a term. It is a reach measure, not a count, so a growing corpus does not inflate the trend line.
Behavioral factors in segment reports are scored on an anchored 1 to 5 scale, where each point is defined against fixed behavioral descriptions rather than a curve. Scores move only when the conversation moves, which makes month-over-month change meaningful.
The monthly cycle
New episodes are ingested continuously, and once a month the corpus is re-read end to end. Every published number, trend line, and segment report on this site refreshes with that cycle. Nothing here is a static report. The date on the data is always this month.
Citing the index
Journalists and analysts are welcome to cite the index with attribution to MeetBri. For source-linked answers to specific questions, use press access to query the corpus directly.
Questions about the method, or need a cut of the data we do not publish? Talk to us.