Our Editorial Standards

Every article on this site carries a real byline — most of them Paul Fox, Big Fox Agency's founder. The byline means that person chose the topic, set the argument, checked the claims, and approved the final piece. Nothing publishes without a named human signing off on it.

We use AI tools to help draft and edit content — the same way we use them in client work. What AI never does here is decide what we say. Topic selection, the argument, the numbers, the review, and the final call are human work. If that division of labour ever changes, this page will change first.

Any statistic you read on this site comes from one of two places, and we tell you which:

• Our own work. When we say we've seen something across client sites or audits, it comes from work we've actually done. Where we can honestly state how many and when, we do. Where we can't, we describe the pattern without a number — we'd rather publish a smaller, true claim than a bigger, borrowed one. For a full worked example — sample definition, detection method, and every caveat, published alongside the findings — see our study of analytics tracking in Canadian professional services.
• Named research. When we cite a study, we name it and link to the study itself — not to a homepage, and not to a figure that's been passed around the industry so long nobody remembers where it came from.

If a claim can't clear that bar, it doesn't ship.

We fix errors as soon as we find them. Anything more than a typo gets a dated correction on the page. If you spot something off — a stale number, a broken source link, a claim that has outlived its evidence — tell us through the contact page and we'll check it. If you're right, we'll fix it and thank you for the catch.