Credibility is the only thing we sell to a journalist. So every study is built to survive a sceptical read, in the open.
Every study is fielded on a named provider, disclosed with the study, on real human respondents. No synthetic or AI-generated data in anything we publish.
We publish who we asked, how many, where, and when, with the margin of error and confidence level for every headline figure.
The exact wording is available for every finding. We do not write leading questions or shape results toward a conclusion.
When a study is commissioned by a client, we say so, clearly, on the study itself, in line with ASA and FTC-style norms.
We filter out speeders, bots, and straight-lining before analysis, and disclose that we do.
A credited researcher stands behind the method on every study, independent of any single client.