Deep dives on consumer intelligence, measurement, and how teams use behavioural data. Browse articles below; long-form reports and slide decks live in their own section.
Featured article
May 5, 2026
AI is the new shelf, and the consumer asks for the brand by name. Across 674,038 real ChatGPT prompts, Starbucks dominates the coffee category — while sunscreen has no leader yet. Both are measurable openings.
Editorial updates, methodology, and product notes.
Measure Data gives teams a flexible behavioural data foundation for understanding what real people do across the environments that shape discovery, consideration and purchase.
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Search is a mirror: it reflects language, intent, fear, and curiosity all at once. Turning search behavior into strategy requires humility about what you can infer, discipline about what you should not claim, and a clear theory of what better decisions look like on the other side.
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Trust is not a slogan you add after the model ships. It is a property of systems: how identities are represented, how error is disclosed, and how teams respond when the world changes faster than the spreadsheet.
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Attention is scarce, expensive, and easy to misread. When every platform sells certainty, the honest work is to separate what is measured from what is merely counted—and to build teams that can live with ambiguity without losing the plot.
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Most teams think measurement begins when a dashboard lights up. In practice, the hardest work happens earlier: deciding what should exist in the world as a signal, how it should be stewarded, and why anyone should trust it when incentives run in every direction at once.
Read articleResearch-style reports and interactive slide decks. Distinct from blog articles so you can spot deck-based studies at a glance.
Behavioural data validates podcast audience skew, measures hours per listener, and scales to the long tail — three things survey methodology cannot do. The "three things" framing is doing the work here: it telegraphs the article's structure (your three sections — skew, loyalty, long tail), it sets up a clear extractable claim for AI search engines, and it lands the survey-vs-behavioural argument without naming a competitor in the headline.
Open deck
A 30-minute leakage window quantifies how often high-intent shoppers leave a retailer for a competitor. Invisible to walled gardens. Measurable in panel data.
Open deck
Measure Protocol data shows 21.6% of ChatGPT interactions carry commercial intent, with 7.1% showing high purchase intent. Business finance (34%) and product comparison (28%) lead.
Open deck