Wishbone Research
Operator-grade research on growth, SaaS, and AI.
We run the numbers, talk to operators, and write down what we find. Original primary research — no recycled truisms, no vendor-sponsored takes.
Latest reports
Current research.
When Your Buyers Ask AI
Why home manufacturers and component suppliers are about to be selected — or skipped — by machines that already know the answer.
73%
of B2B buyers use AI in research
84%
of CMOs use AI for vendor discovery
2×
GenAI ranked #1 research source (Forrester)
The Great SaaS Compression
How AI is bifurcating software budgets, renewals, and vendor consolidation. 269+ apps and 30+ earnings transcripts analyzed.
269+
apps analyzed
30+
earnings transcripts
Q2
2026 data cut
In the pipeline
What we're researching next.
Subscribe below and we'll send each report the day it drops — plus a working summary you can forward to your team.
When Paid Hits the Ceiling
What early-stage B2B founders actually do when CAC stalls and you can't outspend incumbents. Drawing on 40+ operator interviews.
IN PROGRESSThe Amazon Margin Squeeze
A teardown of fee creep, ad load, and TACoS inflation across 60+ home and CPG brands — and the playbooks that are working.
IN PROGRESSGenerative Engine Visibility Index
How brands are showing up (or vanishing) inside ChatGPT, Perplexity, and Gemini answers — and the structural moves that move the needle.
IN PROGRESSHow we research
Primary data. Operator voices. Plain-English synthesis.
Every Wishbone report is built from sources we can defend — not survey panels or recycled industry decks. If we can't show our work, we don't publish.
Primary data
Procurement records, ad accounts, listing data, and platform APIs — not vendor surveys.
Operator interviews
Conversations with founders, CMOs, and ops leaders actually inside the funnel.
Earnings & filings
Public transcripts, 10-Ks, and analyst calls cross-referenced against private signals.
Plain-English synthesis
Charts you can act on. No jargon, no sponsored takes, no recycled LinkedIn truisms.
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