1 minute readReference note
How should old research and statistics be represented in brand content?
In brief
Research should retain its date, population, method, and limits when used in brand content. A historically correct number can become misleading if the surrounding copy presents it as current.
The review checks the original study rather than a chain of summaries. It identifies what was measured, who was included, when data was collected, and whether the statistic describes a sample, a market estimate, or the company itself. A striking percentage without that context is weak evidence.
Update figures using comparable sources. Check that the audience, period, and method measure the same thing. When methods change, explain the difference and present the figures with the context needed to interpret them.
Useful older research can remain as historical evidence with its scope attached. Current claims need current support where conditions have changed. The date on the page should not create an impression that old data has been re-collected.