Differentiate on insight
Helping B2B tech companies become known for their expertise.
Meet the founder
David Schatsky
David Schatsky spent nearly a decade leading Deloitte's global market intelligence and AI research function, where he authored the firm's foundational research on artificial intelligence — work cited in more than 1,000 scholarly papers and covered in over 1,000 media outlets. He designed the methodology Deloitte still uses to evaluate which emerging technologies are worth firm-wide investment, and before that, led an 80-person global research organization as President of Jupiter Research.
He has appeared on CNN, NPR, NBC, CBS, and Fox News, and been cited in the New York Times and Wall Street Journal. He is a former Technology and Geopolitics Fellow at Harvard Kennedy School’s Belfer Center, where his research examined how companies create — and fail to create — value with generative AI.
What we do
Tenon Research exists because rigor, original interviews, real data, and a genuine point of view is exactly what most B2B tech companies' thought leadership is missing.
Original research, not recycled talking points
Most B2B thought leadership is repackaged conventional wisdom. Tenon Research conducts real primary research — employing executive interviews, proprietary frameworks, and rigorous analysis — to produce insight your competitors can't simply copy.
Core Services:
Original Research Reports — Primary-research studies (executive interviews, data analysis, proprietary frameworks) that give your company something genuinely distinctive to say — not a rehash of the analyst-firm consensus.
Executive Thought Leadership — Ghostwritten bylines, keynote content, and media-ready commentary that positions your executives as the authority journalists and analysts actually call.
Market & Technology Analysis — Independent assessment of whether a technology trend is real versus overhyped, delivered with the same rigor used to build Deloitte's most-cited AI research.
Competitive Intelligence — Rigorous, ongoing tracking of competitors' positioning, product moves, and market messaging — so you know exactly where you stand and where the openings are.
Selected Publications
The AI Value Levers: How Innovation-Focused Strategies Outperform—for Firms and Workers
Harvard Kennedy School, Belfer Center for Science and International Affairs, June 2026
Original research based on thirty executive interviews across diverse sectors, developing a framework for how firms create value with generative AI — and why a narrow focus on cutting labor costs leaves the bigger opportunity on the table. Read the paper →
The Measurement Is the Message: Effective Practices for B2B Marketing Measurement
Coalition for Innovative Media Measurement (CIMM), November 2025
Sponsored study of how B2B marketers navigate the analytical and organizational challenges of measuring campaign effectiveness in a uniquely complex market. Read the paper →
Unfolding AI
David's newsletter exploring the evolution of AI and its impact on the economy and geopolitics. Hundreds of subscribers, published consistently for the past year. Read Unfolding AI →
Who we serve
Mid-size to large B2B enterprise technology and software companies — particularly those building or deploying AI — who have genuine technical depth but need it translated into research-grade insight the market will trust, cite, and remember.