Research
Original studies with first-party data. We run the experiments and publish what came out, including the parts that did not work.
- How important is AI in SEO jobs already? 2,360 listings analyzed across Germany, UK & USWe read every SEO, content and AI Search job listing on LinkedIn and Indeed in Germany, the UK and the US, first in May 2026 and again in September 2026.
- Does ChatGPT decide before it searches? The fan-out data from 615 buying questionsChatGPT already names a vendor in its first search query in 28.6% of tracked buying questions. Brands still get named without ever appearing in one.
- Which sources do LLMs cite when buyers search for software? The data from 20,160 chatsTogether with OMR Reviews we ran 20,160 chats across five AI models and eight software categories to see which sources get cited for software recommendations. Around 81% of review platform citations go to multi-vendor pages, not individual vendor profiles.
- Do personas change what AI recommends? Here is what 17,929 chats revealedWe ran the same funnel-builder questions across five AI platforms with eight buyer personas. Across 17,929 chats, persona context measurably changed which brands AI tools recommend, by up to 24 points.
