The article discusses a method called SWOT analysis used for strategic planning, which has some weaknesses due to the need for expert input. The researchers developed a technology called Eidos that can automate the expert functions, allowing for quantitative SWOT analysis based on data. This technology has been around for 30 years and can be used without expert assistance. The study also shows how PEST analysis, a more detailed version of SWOT analysis, can benefit from this approach.