Method & evidence labels
Every project claim, company target and forward-looking number in our reports carries one of five labels, so you can see at a glance how far to rely on it.
The five evidence labels
- ObservedIt has happened and is on the public record.
- Company-statedA company target, estimate or plan.
- ConditionalIt depends on a named condition not yet met.
- Not yet establishedIt could not be confirmed at the date of record.
- IllustrativeA McKallip estimate that shows magnitude and is not a forecast.
In the text a label appears in brackets after the claim, for example “(Observed.)”.
How each chapter is built
Each chapter opens with a lead paragraph and a governing thesis, written as a verb and a reason. Chapters in the later parts of a report end with a verdict and recommendations. Each recommendation names the lever, who acts, the cost, and the condition or stop condition.
Sources
Every quantitative claim is attributed to a dated, named source, listed in each chapter and gathered at the end of the report. Prices are nominal unless a real basis is stated, and each carries the date to which it applies. Sources that could not be verified or retrieved are logged and left out.
Images and illustrations
Charts and infographics are McKallip’s own work. Photographs and licensed images are cleared before layout and credited as the licence requires. Any AI-generated illustration is labelled and used only for generic, scene-setting imagery.
See it in a report
The labels run through the flagship report, Winning Back the Value. Read about our approach and independence, or the research disclaimer.