SpawnLabs

We study how markets decide.

Original research into how customer decisions, AI systems and business operations are changing, with evidence companies can act on.

How the research works

Recent research

Research into real markets, customer decisions and AI behavior, focused on useful commercial signals.

841verbatim Dutch market observations
15underlying commercial decision states
120query AI and search test panel

Users often use local exchanges to deposit and withdraw euros, then move elsewhere for the actual trading. An exchange can win the first deposit and lose the higher-value trading revenue.

Deposit and withdraw EUR

Local exchange wins

Actual trading

Moves elsewhere

Decision states mapped

  • Outgrowing a beginner exchange
  • Fee arithmetic at meaningful sizes
  • Missing order types
  • Leverage, shorting, perps
  • Euro cash-out and bank friction
  • Compliance freezes
  • Regulatory migration
  • Liquidity and execution quality
  • APIs and automation
  • + 6 more
8,102real shopper expressions, English and Gulf Arabic
100representative shopping questions
1,500AI answers, five runs across three assistants

Gathered from YouTube, Reddit and autocomplete data, then tested five times each across ChatGPT, Gemini and Perplexity.

  • Lattafa
    strongly owns low-budget and value decisions
  • Amouage
    strongly owns luxury, no-budget-limit decisions
  • Generic prompts
    fragment heavily across many brands
  • Each assistant
    produces a different competitive landscape

Positioning and decision context matter more than a single overall AI visibility score.

3,666real buyer comments, posts and searches
105specific buying situations
342AI answers: 38 decisions, asked three ways

Mike Sport, a running-shoe retailer, was the most recommended shop in the study. In 12 of 342 answers AI also named a product it stocks. Fewer than half of all answers named any shop. Searched from Lebanon across three AI systems.

  1. AI answers recorded342
  2. named any place to buy149
  3. named a product it stocks, and a place to buy41
  4. that place was Mike Sport12

Your store and your shelf are two different assets in AI commerce.

How the research works.

We collect large volumes of evidence from search, communities, reviews and other public sources, then map the decisions underneath it, their commercial importance, and how those decisions resolve across AI.

Market decision mapNetherlands · crypto exchanges
841 verbatim observations · hover to map them

From the Netherlands study: observations gather into decision states on hover, get weighed, then get marked by who owns them across AI.

Visibility tracking asks

“Where does my brand appear?”

The research asks

“What are customers trying to choose, which brands or products get recommended for those decisions, why they win, and where there is room to take that demand?”

Visibility is only useful when it connects back to real customer demand.

Evidence sources

Search behaviourRedditForumsYouTubeSocial discussionReviewsAutocompleteNatural search languageSupport ticketsSales callsCRM notesAI prompt datasetsSearch behaviourRedditForumsYouTubeSocial discussionReviewsAutocompleteNatural search languageSupport ticketsSales callsCRM notesAI prompt datasets

Collect the evidence

Real customer signals from search, communities, reviews and other public sources.

Map the decisions

Group that evidence around what people are actually trying to choose.

  • Decision states named and bounded
  • The language customers use for each

Weigh the opportunity

Work out which decisions matter most commercially and which are realistically worth pursuing.

  • Proximity to conversion
  • Expected customer value
  • Frequency and market demand
  • Recency
  • Competitive intensity
  • How realistically it can be won

Test who wins

See which brands and products get surfaced across ChatGPT, Gemini and Perplexity, and what appears to shape the result.

  • Who owns which decision state
  • How brands are positioned
  • Which sources and citations shape the answer

Find where to act

Identify the areas where the business has the strongest opportunity to improve visibility and capture more demand.

  • Ranked decision territories
  • What it would take to win each
  • What to do first

The questions the research is built around.

Every study is scoped to a market and a set of decisions inside it, so the findings can be acted on rather than filed.

Which decisions customers are trying to make in the category.

Which brands and products get recommended for those decisions.

What separates the options that get named from the ones that never come up.

Where demand is going somewhere else and could be taken back.

Find what's worth changing next.

Bring the market, workflow or business question. We'll start there.

info@spawnlabs.xyz

AI Search & Demand

Find where demand is being won and lost across search and AI, then improve the SEO, content, technical and visibility work that matters.

AI Transformation

Find where roles and workflows should change, redesign the work around AI and automation, and build what the new model requires.