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The Decision Pattern
Generate Report

How the research
works.

We turn business questions into structured research reports. See where the evidence comes from, how to read the analysis, and what to do with the findings.

Follow the method Start with your question

AI-assisted research using published sources.

From a business question
to a useful next step.

A clear brief keeps the research focused on the decision you need to make.

  1. Define the question

    Your brief sets the business, audience, geography, and decision. Choose a report type and depth to match.

  2. Research the context

    Published sources provide the starting evidence. Their date, coverage, and relevance shape what can be concluded.

  3. Connect the findings

    AI-assisted analysis brings the evidence into a structured report, with comparisons and recommendations suited to its scope.

  4. Choose your next step

    Read the sources and reasoning. Use the findings to narrow options and decide what needs further investigation.

A source is useful
when it fits the question.

A number or quotation needs context. Before using a finding, look at what was measured and whether it applies to your business.

When
Is the publication date relevant to your decision?
Where
Does it cover your market and geography?
What
Are the customer group and measurement comparable?
Who
Who published it, and what is their perspective?

Read one finding carefully.

A fictional example of reasoning, with no research findings claimed.

“Should we offer booking software to independent salons in Toronto?”

Evidence to look for
Local business data, existing booking tools, and published information on appointment habits.
Interpretation to examine
A broad trend in online booking may suggest a question worth exploring. It does not show that these salons need a new tool.
A useful next step
Talk to salon owners about their current process and what would make them consider a change.
Why not conclude that demand is proven?

Evidence about a wider market cannot establish demand for a specific offer. Customer conversations and suitable tests help investigate the remaining assumptions.

Know what the research
can help you do.

Use the report to prepare a decision and identify the work that should come next.

Included in the approach

  • Research using published information relevant to your brief.
  • Structured findings, supporting sources, and analysis.
  • Practical next steps within your chosen report scope.

Work to arrange separately

  • New interviews, surveys, or live product tests.
  • Independent expert review and specialist advice.
  • Validation of demand or willingness to pay for your offer.

AI helps with the research. Your judgment still matters.

Check important claims against their sources. Consider conflicting evidence, assumptions, and missing information before acting.

Read our AI policy

What would help you
make your next move?

Tell us about your business, market, and the decision you are considering. A few clear sentences are a useful start.

Explore the five report types Compare Express & Pro

Include your audience, geography, and the choice you need to make.

A little more
about the research.

Clear expectations before you begin.

What is desk research?

Desk research uses existing published information, such as industry publications, public data, company websites, and other relevant sources. It helps explore a business question without commissioning new interviews, surveys, or experiments.

How is AI used in the reports?

AI assists with researching published material, organizing findings, and producing the report's analysis. It can miss context or make mistakes. Review supporting sources and verify claims that are important to your decision.

Is every report reviewed by a human expert?

Independent human expert review is not included as a standard service. These are AI-assisted reports. You can use the supporting sources and stated limitations to assess the findings, and seek specialist advice where your decision needs it.

What if there is little evidence for my question?

Limited or conflicting evidence is a reason to investigate further. An estimate or interpretation should be read with its assumptions and scope. Missing evidence cannot confirm demand, willingness to pay, or a likely outcome.

Does the method change between Express and Pro?

Both use AI-assisted desk research. Express offers a focused overview with essential findings and initial next steps. Pro adds deeper research, detailed comparisons, frameworks, and strategic recommendations. Check the included scope and availability before purchasing.

Discuss your research question