Research

First-party measurement

Every figure comes from data we collected ourselves. Where we cite someone else's work we say so and link to it. We do not republish statistics we cannot trace to a source.

The dataset comes with the study

Each report ships the anonymised data behind it as a free download, with a published methodology setting out how every figure was produced. The analysis pipeline, the identifying source dataset and the detailed QA record are held privately — the source data names real businesses — and we will answer questions about any figure.

Sample sizes, always

Every figure is published with the number of websites behind it. Small groups are reported but never ranked against large ones, and where the data cannot support a comparison we say so instead of making one.

Limits stated up front

What a dataset cannot show matters as much as what it can. Every study carries its limitations in the open, next to the findings they affect, rather than buried at the end.