Editorial policy

Who is responsible

Each article names its author. The author is responsible for the interpretation and wording. A reviewer is named only when that person has actually reviewed the work.

How we use evidence

Before publication, the process requires a primary source for each material statistic, along with its measurement period, population, denominator and stated limitations. Missing information stays missing. A vendor benchmark is identified as a vendor benchmark, and an illustrative calculation is identified as an example.

AI tools may help with research, drafting, layout and checks. Their output is not evidence. The source and its context remain the basis for a factual claim.

Updates and corrections

Publication and material update dates reflect the actual event. A source-check date does not mean a new dataset was collected.

Corrections should identify the claim, source and changed conclusion. Contact Zobi through the existing company contact route.

Commercial context

Zobi publishes this material and develops EQ models for shopper conversations. Links to Zobi describe its work; they do not validate the calculations or establish a result for your store. Commercial relationships must be disclosed when they could affect a comparison.