Something evaluates your company before anyone buys from it. It works out what the buyer needs, weighs what you've shown, and forms the opinion that becomes a recommendation. For most of history that was a person. Now it is often a language model making the first pass. Either way the process is the same, and it has a name: commercial evaluation.
It's huge, and you rarely see it happen. You just see the result: you won, you lost, or you were never in the running.
Market research asks what buyers want. Sales asks how to win them over. We study the evaluation itself: how the decision actually gets made. Underneath every one of those decisions are requirements.