Research

Lab Notes

Our research into how AI systems discover, evaluate, and recommend businesses. These findings inform everything we build.

GEO / HospitalityFeb 2025

How AI Discovery Works for Independent Hotels

A systematic analysis of AI recommendation mechanics across ChatGPT, Perplexity, Gemini, and Google AI Overviews - what gets cited, what gets ignored, and what independent hotels can do about it.

Strategy / Market AnalysisJan 2025

GEO Opportunities Across 82 Business Categories

Scoring matrix analysing AI query frequency, decision complexity, aggregator dependency, and willingness to pay across 82 local business categories. Wedding vendors and boutique hotels emerge as prime opportunities.

Consumer Intent / HotelsFeb 2025

Guest Intent Map: What Travellers Ask AI

Mapping the real prompts guests use when asking AI for hotel recommendations - from romantic anniversary trips to theatre weekends. Intent categories, booking values, and the queries where independents should win but don't.

Business Model / Services to SaaSJan 2025

Building a Scalable GEO Business from Services

The bootstrapper's playbook for transitioning from GEO consulting to a vertical SaaS product, drawn from the Moz, Ahrefs, and ConvertKit playbooks.