EVIDENCE
Evidence, discerned.
We do not take evidence at face value. We vet it, keep what holds, and build it into our own products and services. Evidence is the internal discipline beneath everything we offer; we do not provide contract clinical trials.
WHY NOW
Why evidence works in the AI era
Even when AI becomes the front door to information, its answers aren't guaranteed to be right. Generative AI even fabricates plausible “fake citations,” and users can hardly tell what is true. That is exactly why products backed by verifiable evidence stand out. Google's Search Quality Rater Guidelines apply particularly high standards to health and other information that can significantly affect people's lives (YMYL). Vetting that checkable evidence and building it into products is our job.
Read our take on evidence in the AI eraEVIDENCE, VETTED
Sound evidence is selected and vetted.
Evidence doesn't always have to be generated from scratch in-house. Selecting strong studies from peer-reviewed literature, public data and third-party evaluation — and vetting them rigorously — matters just as much. We judge, across the evidence already out there, what counts as strong and what is weak, and build only what holds into our products. In an era where generative AI fabricates plausible “fake citations,” that discernment itself becomes the value. The more we let AI agents operate programs, the more the vetting that precedes them matters — our use of AI stands on this discernment.
OUR STANDARD
How we vet evidence.
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Separate strong evidence from weak.
Not all “research” carries the same weight: a pre-registered controlled trial differs from a post-hoc reading. We weigh peer review, sample size and conflict-of-interest disclosure to judge how strong the evidence really is.
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Back-cast from how the evidence will be used.
Product claims, program design, advertising language — we start from what the evidence must ultimately support, and judge whether it truly holds.
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Often, choosing sound existing research beats running your own.
Evidence doesn't always have to be built from scratch. Vetting and adopting sound work from the world's peer-reviewed literature and public data is frequently faster and surer.
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Grounded in accumulated research.
Accumulated research on behavior-change schemes and incentive mechanisms is the foundation of our eye for reading evidence.
PRODUCT & SERVICE DEVELOPMENT
What we build into our products and services
- Discernment of sound evidence against a defined purpose
- Evidence organized for labeling, advertising and user communication
- Operational know-how from our health-behavior services and product businesses
- Research knowledge used in behavior-change design
SCOPE
Scope and underlying expertise
- Focus areas
- Exercise programs / behavior-change schemes / incentive design
- Background
- Kansei engineering (quantifying how people perceive and feel) — evaluating human impressions such as comfort, wearability and alertness
Read our thinking — sources included.
How we discern evidence and connect it to our own products and AI-driven behavior-change service.