How BuzzScan works
BuzzScan reads the public product pages of every vendor in the directory each week. It measures how much of the copy is buzzwords and how much is concrete detail, and tracks how vendors change their positioning over time.
Latest scan: 10 Nov 2026
BuzzScan: Buzz map and ranking · Leaderboard · Market read · How BuzzScan works
The two scores
- Buzz score
- The number of buzzwords per 100 words of a vendor's website copy. A higher number means more of the copy is marketing vocabulary.
- Substance score
- A score from 0 to 1 for how much concrete detail a vendor's website copy gives: how the product works, what it covers, which tools it connects to, and the evidence behind its numbers.
What the substance score looks for
- Explains the mechanism: How the product reaches a verdict or takes an action.
- Names the scope: Which alert types, data sources or SOC tasks it covers.
- Names integrations: Which tools it connects to.
- Quantified claims: Whether the copy puts numbers on outcomes.
- Claim evidence: Whether numeric claims are backed by a named customer, test or method.
- Human control: Whether it says where people approve, override or stay in charge.
- Specificity: How specific the copy is overall.
Leaderboard
Each month BuzzScan compares every vendor's site with the scan a month before. A vendor is listed only when it rewrote its own copy on the same pages and its score moved by at least 0.05 substance or 0.5 buzzwords per 100 words. A big move from a small edit is checked before it is published. Substance runs from 0 to 1; buzz is buzzwords per 100 words of copy. Scores describe website copy, not the product. The BuzzScan server computes each edition; the site shows it as received.
Schedule and scope
- Pages are read weekly from each vendor's public website.
- Scores describe website copy, not product quality or ASEF evaluation results.
- Paid plans unlock views. They never change a vendor's scores or which moves are shown.
Questions and answers
What is BuzzScan?
BuzzScan reads the public product pages of every vendor in the directory each week. It measures how much of the copy is buzzwords and how much is concrete detail, and tracks how vendors change their positioning over time.
What is the buzz score?
The number of buzzwords per 100 words of a vendor's website copy. A higher number means more of the copy is marketing vocabulary. It is a rate, so a long site and a short site can be compared.
What is the substance score?
A score from 0 to 1 for how much concrete detail a vendor's website copy gives: how the product works, what it covers, which tools it connects to, and the evidence behind its numbers. Percentiles compare each vendor with the rest of the directory.
Does a high buzz score mean the product is weak?
No. Scores describe website copy, not product quality or ASEF evaluation results. A strong product can have vague copy, and precise copy does not prove that a product works.
How often are vendors scanned?
Pages are read weekly from each vendor's public website. The Buzz map and its ranking show the latest scan, and the leaderboard compares scans a month apart.
Why is a vendor missing from the map or the ranking?
The map plots vendors with at least 150 words of copy, because below that the rates are too noisy to compare. A vendor whose scanned copy does not give the full context yet is held for review: it is listed separately and is not ranked.
Can a vendor pay to change its score?
No. Paid plans unlock views. They never change a vendor's scores or which moves are shown.
How does the leaderboard decide who moved?
Each month BuzzScan compares every vendor's site with the scan a month before. A vendor is listed only when it rewrote its own copy on the same pages and its score moved by at least 0.05 substance or 0.5 buzzwords per 100 words. A big move from a small edit is checked before it is published. Substance runs from 0 to 1; buzz is buzzwords per 100 words of copy. Scores describe website copy, not the product.
Is the scoring method public?
The signals the substance score looks for are public and listed on this page. The weights, prompts and phrase lists behind the scores are not published.