Research
Studies of how companies find, check and publish evidence. Every figure here is free to use, with a link back.
We gave ChatGPT and Claude 119 ideas for research that already exists, and asked if each one was unique.
Read the study →47%of the time LLMs gave a different answer when asked again
31%of the time LLMs falsely called a company’s idea new
43%of Claude’s wrong “new” answers came after it had found the study
Most of the numbers B2B companies publish don’t come from research they did.
Read the study →7 in 10companies use someone else’s numbers
1 in 4get at least half their numbers from someone else
2 in 3with numbers of their own took one from company data, not a survey
Use our numbersQuote any figure in articles, decks or posts. Please link to the study it came from.
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