In practice
The best sources are already inside the business: transaction patterns, support tickets, search logs, benchmark results. They need permission and anonymisation, not new research budget.
Publish the method alongside the finding. Journalists check it, and models weigh it more heavily when it is checkable.
Why it matters
It is the only material that cannot be replicated by a competitor or generated by a model, which makes it the foundation of everything earned.
Related terms