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Deep dives on consumer intelligence, measurement, and how teams use behavioral data. Browse articles below; long-form reports and slide decks live in their own section.

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Google and ChatGPT Search Insights: The Emerging Behavior of Multi-Platform Search
Article

Google and ChatGPT Search Insights: The Emerging Behavior of Multi-Platform Search

New research from Measure Protocol reveals that ChatGPT is not replacing Google Search — it’s expanding it. Based on anonymized behavioral data from multi-platform users, the study found that consumers who actively use ChatGPT also perform significantly more Google searches. Discover how AI-powered discovery and traditional search are evolving into a complementary, multi-platform search experience shaping the future of digital behavior.

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Behavioural Podcast Measurement: Three Things Survey Data Can't See
Slide deck

Behavioural Podcast Measurement: Three Things Survey Data Can't See

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.

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