Case studies

Case studies where every figure names the call that produced it

Each one measures a single subject — a capability, a product, a company, a category or a whole field — and answers the same question about it: where is the demand moving, and who is capturing it. The numbers come from this API. The calls are printed at the foot of every page, with their arguments, so any figure can be re-measured for the price of the call.

Nothing here is an estimate of an estimate. Search volumes, cost-per-click, monthly history, who ranks and who advertises are all measurements, taken on a stated date in a stated market, and a case study that could not measure something says so rather than filling the gap. Every chart is drawn from the same fields the tables print, so a figure and the table beneath it cannot disagree. Reading them is free, and so is the API that serves them as markdown.