Our actions

Evidence over assertion

Every number we publish can be traced back to the evidence that produced it.

A report that cannot show its working is an opinion with a chart on it. Our products are built so that each figure keeps a link to its source: the verified answer, the field photograph or the shop visit.

01 In practice

What this means day to day

A number carries its source

Nothing is reported that cannot be traced back to a specific piece of evidence.
Uncomfortable findings still ship

We report what the evidence says, including when it says the campaign did not work.
Method in the open

How a figure was reached is written down where the reader can find it.