Market intelligence connecting the IT channel for 40+ years
Built on the foundation of collaboration and integrity, CONTEXT aligns hardware manufacturers with regional channel partners by supplying verified data that prevents supply waste and enables effective planning.
Independent sales reporting for the global IT channel
Brothers Howard and Jeremy Davies set up CONTEXT as a family venture to track distribution sales with total objectivity. Four decades later, our reporting network links over 1,000 technology companies across more than 100 countries through verified supply-chain data straight from local distributors.
Howard and Jeremy Davies launch the business to report on technology market sales.
SalesWatch launches as our flagship sales tracking system, reporting direct distribution figures.
Great Place to Work names CONTEXT a UK Best Workplace; regional operations expand into South Africa.
Published the industry's first AM3DP printer tracking report.
Great Place to Work names the company a UK Best Workplace for a second time.
B Corp certified. ISO 27001 certified. New Middle East distributor tracking network launched.
Distributor tracking extends into Brazil, with Colombia following.
Mission, vision & values
CONTEXT is built on people who track markets closely and care about getting the details right, keeping our clients ahead of what is coming next.
Promote efficiency and sustainability in IT.
Applying decades of channel practice to weekly market reports, giving clients verified numbers to set stock levels and prices in advance.
Where deep IT expertise shapes how technology gets bought and sold.
To be the place where people who understand the IT market deeply can build careers, and where that expertise shapes global commerce.
Direct honesty, objective reporting.
Direct honesty guides our workplace relationships, keeping regional point-of-sale reporting objective, clear, and uncompromised.
High standards, every day.
Every day operations are defined by high standards, ensuring weekly supply-chain statistics remain dependable for every commercial partner.
Every figure passes through a thorough review before release. Speed never skips that step.
Experienced analysts build deeper market understanding over time, so we invest directly in personal wellbeing and long-term career stability.
Operational decisions stay linked to accredited security controls and audited environmental practices.
Active listening to local distributors, tech brands, and internal teams grounds our market analysis in real-world perspectives.
400+ experts. 45+ countries.
25+ languages.
CONTEXT teams take pride in getting a number right, wherever in the world they happen to sit. The work looks a little different in each region, since reporting habits vary across EMEA, the Americas, and APAC, but that same care carries through everywhere.
"We understand markets from the inside out. In most cases, someone on our team already speaks our market's language — because they are from there."
Employee-Led Social Responsibility
Our team members put forward the causes that matter most to them, and we support their efforts with time, resources and steady commitment. Volunteering days, fundraising drives and community partnerships each begin with an idea from someone on our team.
CTNNB1 Foundation
We recently launched a fundraising campaign for the CTNNB1 Foundation, which supports children living with CTNNB1 syndrome. The cause holds personal meaning for our team, as it supports the daughter of one of our own colleagues.
- Larissa's Stray Animals
- Sri Lanka - The Little Heart Project
- Turkey–Syria Earthquake Appeal
- Mind (Mental Health)
- Macmillan Cancer Support
500+ suppliers who share our ethical standards
We build long-term relationships with suppliers who share our ethical standards, and over 500 of them stand
behind us worldwide.
Strategic Collaborations
Grow alongside a company invested in your long-term success.
Transparent, Sustainable Practices
Work within clear, sustainable practices built on mutual trust.
Whether you are a client, a partner
or a future teammate,
let's share the future of tech together.
CONTEXT World Group: 40+ years of independent tech market intelligence, tracking channel sales in 100+ countries. B Corp and ISO 27001 certified.
