01
Primary source first
We cite the organisation that collected the data, not the blog that repeated it. Where a report that repeats a figure is the only trail, we say so on the figure. When the trail goes in a circle, the number is out.
RESEARCH
Loyalty numbers you can check.
We trace every figure as close to the study that produced it as we can, quote it word for word and date it. Where a popular number fails that test, we say so.
OUR STANDARDS
How we check a number.
02
Quoted word for word
We opened each source and matched the sentence we quote. If we could only read a summary, the figure stays off the page until we can.
03
Vendors named as vendors
Several good surveys come from loyalty companies. We are one too, so we name them, and you can weigh the source yourself.
04
Corrections
Found a figure we got wrong, or a newer edition? Write to [email protected] and we will fix it and date the change.
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