First-party data studies
Original research on your sector or audience, published as a citable piece and used as a PR and AI-visibility asset.
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- in-house studies published by Laika
- 2
- in-house labs: eye tracking and AI monitoring
- 48 h
- to reply, at most
Brands we've worked with
Do any of these situations sound familiar?
An in-house study is the piece that holds up an authority campaign. Here we produce that piece: the question, the method, the analysis and the report.
There's a campaign idea and the piece is missing
The angle is decided, but nobody on the team can design the analysis, hold up the method and write the report.
The business has data and doesn't know what to say with it
Thousands of sales, internal search or support records its own sector would want to see, and that never leave the dashboard.
A study was published and nobody cited it
The content exists, but it's in a closed PDF with no extractable figures and no version a newsroom can use.
An AI assistant answers with other people's data
When someone asks for a figure in your category, the answer cites a competitor or a three-year-old report.
You need a figure that survives an awkward question
The study goes to a committee, the press or a stage: if the method can't be explained, it can't be defended.
Last year's study can't be repeated
It was done by hand, without documenting the sample or the criteria, so a year-on-year comparison is impossible.
Four fronts we always work
The weight changes with where the data comes from, but no study gets published without going through all four.
Research design
Defining the question the study answers and the method that holds it up, before touching a single data point.
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- Main question and the questions we drop
- Data source: first-party, fieldwork or combined
- Sample, period and inclusion criteria
- What can be claimed and what can only be suggested
Collection and analysis
Turning raw data into findings you can explain in one sentence and defend in a meeting.
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- Extraction, cleaning and anonymisation of the data
- Analysis and cross-checking of the main findings
- Segments that change the reading and those that don't
- What the data does not say, written explicitly
The published piece
Making the study readable, understandable and citable: on the web, as a download and in a headline.
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- A citable web version, with figures in text rather than images
- Original charts and copyable tables
- Visible methodology: sample, period and limits
- A findings summary and headlines for the press
The study's afterlife
Keeping the piece working after launch week, in media and in AI answers.
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- Tracking of citations, mentions and links earned
- Presence of the data in AI assistant answers
- Derivative pieces: per-segment briefs, charts, a talk
- What gets updated and what gets repeated next year
Not every study is made from the same data
Before designing anything, we decide where the figure will come from. Sometimes it's inside the business, sometimes you have to go and ask, and sometimes you have to run an experiment.
- 01
Internal business data
Sales, internal search, support or logistics, aggregated and anonymised until publishable.
- 02
Observed market data
We measure what happens outside: search results, prices, catalogue or AI assistant answers.
- 03
Survey or fieldwork
When the figure doesn't exist, we ask, with a sample and questionnaire that survive scrutiny.
- 04
In-house experiment
Eye tracking, task testing or controlled monitoring: the data is generated under repeatable conditions.
If there's no story once we look at the data, we say so before producing the piece. That's cheaper than publishing a study nobody will cite.
Who does it?
The same team that runs Laika's own studies: measurement, analysis and editing. Whoever signs the method answers for it.
Why Laika?
Because badly measured data collapses at the first question.
We've been publishing our own research for years and we know what it takes to hold it up in public. That's the standard we apply to your study.
We run our own studies, not only clients'
We publish research with our own name on it: eye tracking on the results page, update monitoring and AI answer analysis. The method is tested at home.
Method first, headline after
The methodology is written before seeing the results. That's what lets you defend the figure when someone questions it publicly.
Built to be cited
A study locked inside a PDF doesn't get cited. Figures go in text, with context and a clear source, for a journalist and for a model.
If there's no story, we say so
We'd rather stop at the feasibility stage than produce a piece nobody will pick up. That judgement is the service.
Frequently asked questions
What if the data doesn't give a story?
We tell you at the feasibility stage, before producing anything. Publishing a study nobody will cite costs more than stopping in time.
Can internal data be published?
Only aggregated and anonymised, always filtered through legal, competition and clients. We define that limit before the analysis.
How is it different from a blog post?
It contributes data that didn't exist. An article summarises what others say; a study becomes the source others cite.
Do you publish the study on our site?
We provide the structure, the content and publish-ready charts. Implementation on your site is done by your team.
How long until I see results?
The first findings and decisions land within weeks. Impact on visibility and revenue depends on your platform and your team's implementation speed: on mid-sized projects we usually talk about three to six months for solid movement.
I worked with another agency and it didn't work. Why now?
What usually fails is judgement, not effort: tasks get executed without deciding what matters. Before proposing anything we review your data, and if the problem isn't visibility we'll tell you, even if it means not selling the project.
Tell us what you'd like to be able to claim
With the question you'd like to answer and the data you hold, we'll tell you whether there's a study or whether something needs measuring first.
Sitting on data nobody has looked at?
We look at what can be claimed with it before proposing a piece.
We look at your project before proposing anything. Reply within two working days at most.
Talk to us about your study