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We collect virtually every study related to our coverage areas from thousands of sources worldwide. These sources include other research firms, measurement companies, media and marketing agencies, academic institutions, governments, and many more. We also interview hundreds of the most successful and influential subject matter experts.
We painstakingly review all of the data and keep only the most credible and verified information. This includes digging deeply into each study’s methodology, as well as questioning the underlying assumptions of each finding.
We compare only the best information side by side to assess what trends the research world is really seeing. Our statisticians and analysts use this elevated perspective to develop eMarketer’s own independent benchmark data and forecasts.
We know that data and statistics need to have context to really sink in. And we know that the implications of or relationship between data is rarely explained. Our editors and writers provide the most comprehensive overview of a topic while making the information easy to understand and simple to put into perspective.
While other research firms are committed to the panels and studies they carry out, we don’t conduct our own research. Our benchmarks and insights rely on the combined methodologies from the world’s best researchers. We use all of their studies to create our perspective. And that means you can too.
Some research firms treat their research as a secondary offering, while their primary focus is selling analyst time and vendor rankings. This often limits objectivity and can skew research results regardless of evolving market conditions. We have no axe to grind. So if trends shift and new data comes to light, we’re happy to shift with it.
Some firms have conflicts of interest because their clients and shareholders suffer if trends shift in undesirable directions. Our privately owned company exists to provide the purest form of the research available. We don’t care if trends shift. We just want to make sure you know about it so that your team can be prepared.
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