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Methodology

What our method is built on

Every Leak Snapshot and Full-Spectrum Audit runs on the same instrument — an 8-stage view of the buyer journey, calibrated per vertical. This page isn't the instrument itself. It's the research foundation it stands on, so you don't have to take "25 years of experience" as the only reason to trust it.

Our diagnostic method isn't opinion dressed up as a framework. It draws on established, published research into how buyers actually decide, evaluate trust and drop out of a journey — refined against direct operating experience across automotive, clinic and travel verticals in Singapore and ASEAN. Below is a sample of the research categories and sources that inform how we think, grouped by what each addresses.

Buyer decision journeys aren't a straight line

Why we assess a full journey — visibility through retention — instead of just a landing page or a single funnel step.

McKinsey & Company — "The Consumer Decision Journey"Widely-cited research reframing buyer behaviour as a loop of consider–evaluate–buy–experience, not a linear funnel — the basis for assessing a journey end-to-end rather than a single page in isolation.

Response speed matters more than most businesses assume

Why "how fast and how clearly do you respond" carries real weight in the scoring, independent of how good the product or service is.

Harvard Business Review / Kellogg School — lead response time researchWidely-cited studies on B2B and consumer lead follow-up have repeatedly found that the odds of converting an enquiry fall off sharply as response time stretches from minutes into hours — a pattern we look for directly in how a business handles enquiries.

Trust gets built before contact, not after

Why review behaviour, response patterns and verifiable credentials are weighted heavily before a prospect ever reaches out — especially in clinics and travel, where the research phase happens silently.

BrightLocal — Local Consumer Review Survey (annual)Ongoing industry research tracking how consumers use online reviews, review recency and business responses to reviews when deciding whether to trust a local business.
Edelman Trust Barometer (annual)Long-running global research on how trust in institutions and businesses forms and erodes — informs why we treat inconsistent or unverifiable trust signals as a real leak, not a cosmetic issue.

Friction is measurable, not just a feeling

Why specific, observable friction points — not a general "the site feels dated" impression — drive what gets flagged in a Snapshot.

Nielsen Norman Group — usability heuristics and researchFoundational, decades-running usability research used broadly across the industry to identify concrete friction points in a digital experience, rather than relying on subjective taste.
Baymard Institute — conversion and checkout friction researchLarge-scale, evidence-based research into where and why prospects abandon a journey before converting.

What we don't publish here: the actual scoring weights, the 0/1/2 evidence thresholds per stage, and the vertical-specific rubrics themselves. That instrument — refined against real client work, not just published research — is what a Leak Snapshot and Full-Spectrum Audit actually deliver. This page shows the foundation it's built on, not the finished tool.

See the method applied — request a Leak Snapshot