01How we work
From a question to somethingthe press can actually use.
Research-led earned media only works when the evidence comes first. Our process is designed to find what is genuinely there — and build the story from that.
This is the path of an earned-research project. Some studies and barometers publish as public research without media outreach.
01
Question
Frame what we actually need to know.
02
Evidence
Gather sources and pressure-test them.
03
Analysis
See what the evidence actually shows.
04
Finding
Isolate what is newsworthy and defensible.
05
Publish
Put the research on the public record.
06
Pitch
Take the strongest findings to journalists.
07
Measure
Track coverage and follow-on use.
01Question
Start with the question.
We define what is actually worth understanding before deciding what the answer should look like.
01
Question
Frame what we actually need to know.
02Evidence
Build the evidence base.
We identify, collect and verify the data needed to answer the question, using appropriate and traceable sources.
02
Evidence
Gather sources and pressure-test them.
03Analysis
Find what the data actually says.
We analyse the evidence carefully, testing different angles and checking for blind spots. The aim is to understand what the data genuinely shows — and just as importantly, what it doesn't show.
03
Analysis
See what the evidence actually shows.
04Finding
Separate the finding from the noise.
We turn the analysis into clear findings without stretching the evidence beyond what it supports.
04
Finding
Isolate what is newsworthy and defensible.
05Publish
Make the research inspectable.
We build the report, methodology, charts and supporting material needed for the research to stand as a credible source.
05
Publish
Put the research on the public record.
06Pitch
Take the finding to the right journalists.
The editorial angle follows the evidence. Outreach is built around what the research can legitimately say and why it matters.
06
Pitch
Take the strongest findings to journalists.
07Measure
Track what happens next.
We monitor coverage, referring domains and follow-on references to understand where the research travelled.
07
Measure
Track coverage and follow-on use.
Start a project