Independent market-research software Evidence before claims

Research standard

Evidence should lead. Claims should follow.

ECG treats research as a boundary-setting discipline: observe carefully, test proportionately and communicate only what the evidence can support.

01

Define the question

State what is being examined and what remains outside the claim.

02

Challenge the evidence

Look for inconsistency, fragility and explanations that do not survive scrutiny.

03

Keep the boundary visible

Separate useful observation from advice, certainty or expected outcome.

04

Communicate plainly

Prefer understandable language over mystique, urgency or unnecessary complexity.

The governing idea

Built around the discipline of what not to claim.

Restraint protects the usefulness of the work and the autonomy of the person reading it.

Question clearly.
Test honestly.
State less.