Research
Original data and analysis, with the sources behind it.
Why Reddit and Community Content Show Up So Often in AI Answers
If you study where AI tools pull their answers from, one source stands out.
What AI Overviews Did to Organic Traffic
When Google started answering questions at the top of the results page, the worry was simple.
Where Your Buyers Actually Hang Out
Most marketing plans start with a guess. Someone decides the audience is "on social," picks two or three platforms by habit, and starts posting.
Trust Signals That Actually Convert
A trust signal works only when it answers a specific fear where it appears.
Most of what stalls a buyer at the moment of decision is not confusion about features or even price.
Where Brand Perception Actually Forms
The sources buyers trust most are the ones a brand can shape least.
Most of what people believe about a brand gets decided in places the brand has no control over.
Do Online Reviews Actually Move the Needle?
A one-star Yelp rise tied to roughly 5% to 9% more revenue for independent restaurants.
The honest answer is yes, but not in the way most marketing decks suggest.
The Real Cost of Acquisition, by Channel
A single blended acquisition cost averages away the channels that behave nothing alike.
Ask most teams what it costs them to acquire a customer and you get one number.
What a Good Conversion Rate Actually Looks Like
Online stores commonly convert around 2% to 3% of sessions into a purchase.
Ask ten marketers what a good conversion rate is and you will get ten numbers, all of them confident and most of them useless to you.