Understand the evidence. Then decide.

Use the references in a report to understand what supports its claims. Consider the source, its date and the customer or market it describes. A source cited for one statement does not establish that an entire business will work. Our source and attribution information explains how to raise a concern.

• Source evidence: a quoted passage with its attribution and relevant context.
• Provider data: a metric or passage returned by a provider. Search excerpts remain labeled as excerpts, not independently verified primary evidence.
• Analysis: reasoning about what the evidence may mean for a potential business.
• Assumptions: proposed costs, offers or explanations that still need validation.

A quoted passage reflects material recorded for the report. It does not certify that the source’s statement is true or that its external page is unchanged today. Open the original source where available and check context before relying on an important claim.

Opportunity scores summarize business signals, while research confidence describes how much supporting information is available. Personal fit adds your own preferences to the picture. These answer different questions: an attractive idea can have limited evidence, and a well-researched idea can be unsuitable for you. None is a probability of success.

AI assists the research, with editorial review before publication. Read the reasons against an idea as carefully as the reasons to pursue it. A useful report helps you recognize open questions and decide what evidence would change your mind.

Country/city conclusions should reflect the evidence actually researched. The requested market of a search is not proof that a result describes that market. Source publication dates, measurement periods, retrieval dates and report publication dates remain separate. Early signal, research memo and deep research indicate differing depth; missing information is not padded with made-up statistics.

Start with the report overview, open its key sources, read the case against it and choose the most important assumption to test. Each report topic has a direct navigation link, so you can move between economics, competitors, evidence and execution without reading a long uninterrupted page. To flag an issue, contact our team.