Reports
Original survey research on how PR teams buy and use software. All studies use documented sampling, weighting, and quality controls described in our methodology.
2026
Why two studies
The Buyer Trust Report covers trust; the Stacking Study covers behavior. Read together they describe how PR teams actually buy: warily, in overlapping tools, and increasingly skeptical of vendor-run comparison content.
How to read our reports
Each report states its sample, fieldwork window, and method on its face. Headline figures always carry their n. Where a figure is a subset (podcast outreach teams within the broader sample), the subset size is stated. If a number cannot be traced to a documented method, it does not appear in our reports. Questions about any figure reach the analysts via the about page.
Our publication cadence
We field one major study per quarter and publish insights between releases. The Buyer Trust Report (April) and the Stacking Study (October) anchor 2026; a third study on reply-rate benchmarks is in fieldwork for early 2027. Each release announces here first, with its sample size and fieldwork window stated on its face.
A note on comparability
Both 2025-2026 studies used the same recruitment channel, the same screening criteria, and the same weighting approach, so their findings can be read together: the Stacking Study describes how teams buy, and the Buyer Trust Report describes what happens when the buying is driven by untrusted sources. Where the two studies overlap - the share of purchases driven by comparison content - the figures agree within three points, which is the cross-validation we require before publishing either.