How the benchmark and buyer-readiness figures on this site are sourced, labelled, stored, corrected and cited — and exactly which methodology questions are still unanswered.
What RECODemand Insider is
RECODemand Insider is a monthly private-client briefing published by RECODemand. Each issue reports the previous month’s advertising performance across the webinar programs RECODemand manages for its clients, plus editorial commentary, client accounts and, from the second issue onward, a Buyer Readiness Report built from pre-class assessments completed by webinar registrants.
The PDF issues are a private-client publication. The pages in this research section are public summaries of the parts that can be published accurately today. Every figure on those pages traces back to a named issue:
- Issue No. 1, May 2026 — reports the April 2026 data month.
- Issue No. 2, June 2026 — reports the May 2026 data month.
- Issue No. 3, July 2026 — reports the June 2026 data month.
The month printed on the cover is authoritative for issue identity. Where a source file was named differently, the cover month wins and the discrepancy is recorded as an internal intake note rather than published as a content inconsistency.
Issue month versus data month
These are two different things and are never conflated. The issue month is when an Insider issue was produced. The data month — also called the reporting period — is the calendar month the figures describe. Each issue reports the previous month.
Every table, chart and citation on the public research pages is labelled by data month, with the issue month shown alongside. A figure is never presented under the month it was published in.
The four source categories
The data model keeps four categories apart. They are never blended into a single “RECODemand data” claim.
- First-party operational data. Aggregate advertising performance across managed programs, reported by month.
- First-party survey / pre-class assessment data. Answers given by registrants before a class. A self-selected, marketing-sourced audience.
- Individual client account (not typical results). One client describing their own business.
- Editorial interpretation. RECODemand’s reading of the numbers, kept visually separate from the numbers.
How figures are stored, without silent normalization
All published research values live in one typed source of truth in the site codebase. Each stored value carries its audience, data month, source issue, section reference, unit, source category, verification state and limitations.
- Values are stored exactly as printed in the issue. Nothing is rounded, re-based, re-scaled, currency-converted or recomputed on the way in.
- A period with no reported figure is stored as absent. It is never filled with a zero, a carried-forward value or an interpolation. Charts leave those positions blank and tables show an em dash.
- Arithmetic shown on the public pages is limited to differences between two stored values in the same series, and each difference is described as a difference between reported months rather than a trend.
- Methodology that the source does not document is recorded as Not documented — unknown or Owner verification required. It is never guessed and never filled with a plausible-sounding default.
How corrections are handled and attributed
When a source issue is corrected after intake, the correction is recorded rather than applied silently. The stored value changes, the verification state changes, and a provenance note explaining what was corrected and by whom stays attached to the figure and is displayed on the public page.
The seller figures for the June 2026 reporting period were corrected by the RECODemand owner after the July 2026 issue was first prepared; an earlier version of that issue repeated the May 2026 seller figures. The values published here are the corrected, owner-verified June 2026 figures.
Corrections are also logged in the internal verification workspace, which is not indexed and not linked from public navigation. The broader site correction process is described in editorial standards.
Why sample counts may be added but percentages may not
3,838 pre-class assessments have been reported across the two published periods. Counts of reported assessments can be added, because they are counts. Percentages cannot.
The two reporting periods total 3,838 reported assessments. Percentages from the two periods are not combined: the raw counts behind each percentage are not published, so a pooled figure cannot be calculated honestly.
The consequence is visible in the presentation: each reporting period keeps its own percentage, side by side, and no combined, averaged or weighted percentage appears anywhere on the site.
How individual client accounts are kept separate
Statements by individual clients about their own businesses are stored in a separate structure from the aggregate operational data, are always attributed by name and issue, and always carry the not-typical disclaimer. They are never averaged, never counted into an aggregate, and never used to characterise what another client should expect. Client accounts live on case studies and results.
How the charts are built
- Every plotted value is read directly from the stored data model. No chart introduces a number that does not exist in the source of truth.
- Each chart ships with a plain-language summary and an adjacent data table containing the same values. The table is visible by default and always included when the page is printed.
- Series are distinguished by marker shape and line pattern as well as colour, so no information depends on colour alone.
- Buyer-assessment charts compare only questions whose wording is close enough across the two issues to be shown side by side. The remaining findings are not like-for-like across the two periods: the search-stage and timeline categories were worded and split differently in each issue, so they are listed per period and are never drawn as a trend.
What is documented and what is not
Operational benchmark methodology
What is documented
- How many webinars are aggregated in each reporting period? Issue No. 01 states 167 webinars managed by RECODemand in April 2026. The June and July issues do not state a count for their reporting periods.
- Are the June 2026 seller figures the corrected values rather than a repetition of May 2026? Yes. The owner corrected the July 2026 issue and confirmed the June 2026 seller figures stored here: $17.80 cost per lead, 51.8% show-up rate, $34.38 cost per attendee, 16.3% appointment rate and $211.54 cost per appointment.
What is not yet documented
- How many webinars of each type (buyer, seller, investor) are included? — Not documented — unknown.
- What registration, attendee and appointment volumes underlie each rate? — Not documented — unknown.
- Which markets and countries are represented? — Not documented — unknown.
- Which advertising platforms are included in the spend? — Not documented — unknown.
- Which currency are the dollar figures in? — Not documented — unknown.
- Are the averages weighted by spend, or simple averages across webinars? — Owner verification required.
- How are outlier campaigns treated? — Not documented — unknown.
- How are zero-spend campaigns treated? — Not documented — unknown.
- What exactly counts as an appointment? — Owner verification required.
- What attribution window is applied between attendance and appointment? — Not documented — unknown.
- Does advertising spend exclude RECODemand service fees? — Owner verification required.
- Are cancelled webinars excluded from the aggregate? — Not documented — unknown.
These gaps are recorded rather than guessed. Until they are documented, the figures on this page are preliminary first-party findings, not a validated benchmark.
Buyer assessment methodology
What is documented
- How many assessments are in each reporting period? 1,878 for May 2026 and 1,960 for June 2026, as stated in the issues.
What is not yet documented
- How were the pre-class assessments collected? — Owner verification required.
- Were duplicate respondents removed? — Owner verification required.
- What was the exact question wording? — Not documented — unknown.
- What is the geographic distribution? — Not documented — unknown.
- What is the demographic distribution? — Not documented — unknown.
- What raw counts sit behind each reported percentage? — Not documented — unknown.
These gaps are recorded rather than guessed. Until they are documented, the figures on this page are preliminary first-party findings, not a validated benchmark.
Publication and update policy
- A research page is published only when it can be built from stored, sourced values. A planned report with no underlying data stays unpublished and noindex rather than being filled with thin content.
- Pages are updated when a new Insider issue adds a reporting period, or when the owner corrects or documents something. There is no fixed publication calendar for the public pages, and no publication date is stated where the source does not state one.
- Nothing here is described as audited, nationally representative, industry-wide, typical or guaranteed, because none of those descriptions would be accurate.
Limitations that apply to everything in this section
- All data is first-party: RECODemand collected it inside its own managed programs, analysed it and published it.
- No third party has audited the figures, the collection process or the aggregation method.
- The webinar programs are a self-selected set of RECODemand clients, and the assessment respondents are a self-selected set of webinar registrants.
- Several methodology fields listed above are undocumented, which limits what the figures can support.
- A small number of reporting periods is not a trend, and month-to-month differences are reported as differences, not direction.
How to cite this research
Each chart and major finding carries a citation card with the exact values, the reporting period, the source issue, the source category and a suggested citation string that can be copied. Please use the source-category wording rather than a generic attribution:
- RECODemand first-party operational data — for cost and conversion figures on the benchmarks report.
- RECODemand pre-class buyer assessments — for findings on the homebuyer readiness report.
- Individual client account — for any figure attributed to a named client.
Please always name the data month rather than the issue month, link to the page rather than reproducing the table wholesale, and do not describe the figures as independent, audited, representative of the wider market, or typical. Journalists can find company facts and contact routes on media resources.
Methodology fields still missing
These are the inputs still required from RECODemand before the corresponding claims can be strengthened. They are listed publicly because their absence is part of an honest reading of the data.
| Input required | Why it matters |
|---|---|
| Number of webinars by webinar type, for each reporting period | Needed before any benchmark is described as representative of a webinar category. |
| Registrations, attendees and appointments behind each rate | Needed before rates can be recomputed, pooled or compared across months. |
| Geography covered | Needed before the data is described as US, Canadian or North American. |
| Advertising platforms included | CPL is platform-dependent; unstated platform mix makes comparison misleading. |
| Currency of all dollar figures | USD is currently assumed by readers and never stated. |
| Weighted versus simple averages | Changes the meaning of every aggregate figure published. |
| Outlier treatment | Determines whether a single campaign can distort a month. |
| Zero-spend campaign treatment | Zero-spend campaigns can silently deflate cost metrics. |
| Definition of an appointment | Booked, held, or qualified appointments produce very different rates. |
| Attribution window between attendance and appointment | Determines whether appointment rate is comparable month to month. |
| Whether advertising spend excludes RECODemand service fees | Determines whether the cost figures are media cost or total cost. |
| Whether cancelled webinars are excluded | Affects show-up rate denominators. |
| How pre-class assessments were collected | Determines what the readiness findings can honestly be said to represent. |
| Whether duplicate respondents were removed | Affects whether sample sizes can be added or described as unique people. |
Related pages
- RECODemand Research — the hub for published reports.
- Content methodology and editorial standards — how sources and corrections are handled across the whole site.
- RECODemand Insider — the briefing these figures come from.
Cite this page
- Page
- RECODemand research methodology
- Publisher
- RECODemand (www.recodemand.com)
- Source type
- Official company source, published and controlled by RECODemand
- Page URL
- https://www.recodemand.com/research/methodology
This is an official company source, not an independent review. Attribute it to RECODemand and link to the page rather than presenting it as third-party verification.