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Within-run answers come from one visitor, and the option cards have a fixed order.","replication":[{"epoch":"E1","nGiven":162,"lift":2.76},{"epoch":"E2","nGiven":134,"lift":2.41},{"epoch":"E3","nGiven":1133,"lift":2.15},{"epoch":"E4","nGiven":355,"lift":1.93},{"epoch":"E5","nGiven":67,"lift":2.17}],"range":"2026-07-29 to 2026-10-18","command":"node scripts/analysis/advisor-research.mjs --until 2026-10-19"},{"id":"H08","statement":"Visitors who wanted a VPN for Privacy were 2.3 times as likely as average to rank Privacy first among what matters (41.3% versus 18.3% for all visitors; n=2,083 in the first group, 861 in the cell; 95% CI for 41.3%: 39.2% to 43.5%).","tier":"A","n":2083,"method":"Cohort C, cell tested against everyone else, Benjamini-Hochberg q=<1e-12. The direction held in 5 of 5 wording epochs with enough data.","flag":"Association, not causation. Within-run answers come from one visitor, and the option cards have a fixed order.","replication":[{"epoch":"E1","nGiven":243,"lift":1.96},{"epoch":"E2","nGiven":195,"lift":2.07},{"epoch":"E3","nGiven":1326,"lift":2.24},{"epoch":"E4","nGiven":272,"lift":2.72},{"epoch":"E5","nGiven":47,"lift":2.86}],"range":"2026-07-29 to 2026-10-18","command":"node scripts/analysis/advisor-research.mjs --until 2026-10-19"},{"id":"H09","statement":"Gamers were 1.4 times as likely as the average visitor to put Speed first (streamers: 1.2 times as likely) (46.7% versus 32.5% for all visitors; n=1,538 in the first group, 718 in the cell; 95% CI for 46.7%: 44.2% to 49.2%).","tier":"A","n":1538,"method":"Cohort C, cell tested against everyone else, Benjamini-Hochberg q=<1e-12. The direction held in 5 of 5 wording epochs with enough data.","flag":"Association, not causation. Within-run answers come from one visitor, and the option cards have a fixed order.","replication":[{"epoch":"E1","nGiven":150,"lift":1.43},{"epoch":"E2","nGiven":142,"lift":1.24},{"epoch":"E3","nGiven":991,"lift":1.44},{"epoch":"E4","nGiven":216,"lift":1.5},{"epoch":"E5","nGiven":39,"lift":1.98}],"range":"2026-07-29 to 2026-10-18","command":"node scripts/analysis/advisor-research.mjs --until 2026-10-19"},{"id":"H10","statement":"\"Not sure\" travels with itself: visitors unsure about what matters were 1.6 times as likely as average to be unsure about budget too (83.8% versus 53.9% for all visitors; n=2,152 in the first group, 1,804 in the cell; 95% CI for 83.8%: 82.2% to 85.3%).","tier":"A","n":2152,"method":"Cohort C, cell tested against everyone else, Benjamini-Hochberg q=<1e-12. The direction held in 5 of 5 wording epochs with enough data.","flag":"Association, not causation. Within-run answers come from one visitor, and the option cards have a fixed order.","replication":[{"epoch":"E1","nGiven":244,"lift":1.35},{"epoch":"E2","nGiven":205,"lift":1.41},{"epoch":"E3","nGiven":1302,"lift":1.55},{"epoch":"E4","nGiven":326,"lift":1.79},{"epoch":"E5","nGiven":75,"lift":1.91}],"range":"2026-07-29 to 2026-10-18","command":"node scripts/analysis/advisor-research.mjs --until 2026-10-19"},{"id":"H11","statement":"Visitors from China who finished the advisor gave \"Price\" as their top priority 2.6 times as often as visitors overall (43.6% versus 17.0%; n=697 from China, 304 in the cell; 95% CI 40.0% to 47.3%).","tier":"B","n":697,"method":"Country slice of cohort C against all other countries, BH q=<1e-12. Active in 12 separate weeks; the busiest week holds 24% of the cell, so it is not one burst.","flag":"Country is the strongest driver of answers in this dataset. Traffic source (ads, search, referrals) is not recorded per run, so a country effect may be a channel effect.","range":"2026-07-29 to 2026-10-18","command":"node scripts/analysis/advisor-research.mjs --until 2026-10-19"},{"id":"H12","statement":"Visitors from Indonesia who finished the advisor gave \"Simplicity\" as their top priority 2.0 times as often as visitors overall (9.3% versus 4.6%; n=1,015 from Indonesia, 94 in the cell; 95% CI 7.6% to 11.2%).","tier":"A","n":1015,"method":"Country slice of cohort C against all other countries, BH q=<1e-12. Active in 10 separate weeks; the busiest week holds 19% of the cell, so it is not one burst.","flag":"Country is the strongest driver of answers in this dataset. Traffic source (ads, search, referrals) is not recorded per run, so a country effect may be a channel effect.","range":"2026-07-29 to 2026-10-18","command":"node scripts/analysis/advisor-research.mjs --until 2026-10-19"},{"id":"H13","statement":"Visitors from Vietnam who finished the advisor gave \"Gaming\" as their use 4.8 times as often as visitors overall (60.8% versus 12.6%; n=217 from Vietnam, 132 in the cell; 95% CI 54.2% to 67.1%).","tier":"B","n":217,"method":"Country slice of cohort F against all other countries, BH q=<1e-12. Active in 12 separate weeks; the busiest week holds 16% of the cell, so it is not one burst.","flag":"Country is the strongest driver of answers in this dataset. Traffic source (ads, search, referrals) is not recorded per run, so a country effect may be a channel effect.","range":"2026-07-29 to 2026-10-18","command":"node scripts/analysis/advisor-research.mjs --until 2026-10-19"},{"id":"H14","statement":"The share answering \"I'm not sure\" to the budget question ranged from 21% in Hong Kong to 73% in Pakistan (n=361 and 1,373; all countries with 200 or more finished runs).","tier":"A","n":1373,"method":"Q3 by country over cohort C; the range is the lowest and highest country share.","flag":"Countries differ in language, device mix and the pages that send them traffic.","range":"2026-07-29 to 2026-10-18","command":"node scripts/analysis/advisor-research.mjs --until 2026-10-19"},{"id":"H15","statement":"72% of first attempts that got as far as the first answer were finished (all three questions); mobile visitors finished 68.2% (n=8,578) and desktop visitors 77.5% (n=6,214).","tier":"A","n":14792,"method":"Cohort F; completed = clicked \"See matches\".","flag":"A visitor who never answered question 1 is not counted anywhere. The device gap is also partly a language and country mix effect (mobile skews to Indonesia and Pakistan).","range":"2026-07-29 to 2026-10-18","command":"node scripts/analysis/advisor-research.mjs --until 2026-10-19"},{"id":"H16","statement":"On the English homepage, 89.1% of visitors who chose Price as their priority went on to finish, against 83.7% of those who chose Privacy (n=907 and 1,568), so the budget question loses privacy-minded visitors more than price-minded ones.","tier":"A","n":1568,"method":"Cohort F restricted to lang=en, runs that answered the priority question; chi-square across all six priority answers p=0.004, V=0.049.","flag":"Association only; the budget question follows the priority question, so a privacy-minded visitor may stop for any reason.","range":"2026-07-29 to 2026-10-18","command":"node scripts/analysis/advisor-research.mjs --until 2026-10-19"},{"id":"H17","statement":"In a randomised test (2026-07-29 to 2026-09-07), streaming, gaming and privacy visitors sent to a dedicated \"best VPN for\" page clicked out at 41.9% against 18.5% for those sent to the general VPN page: 2.27 times as often (95% CI 1.99 to 2.6; n=1,230 and 1,235).","tier":"A","n":1230,"method":"Completed runs with a 7-day window; destination was assigned 50/50 and sticky per browser, so this comparison is randomised. Outcome: genuine affiliate click-out within 7 days.","flag":"Click-out is not purchase. The test ended in September; the dedicated pages have been the only destination since.","range":"2026-07-29 to 2026-10-18","command":"node scripts/analysis/advisor-research.mjs --until 2026-10-19"},{"id":"H18","statement":"31.2% of visitors who finished the advisor made a genuine affiliate click-out within seven days (n=10,001, 95% CI 30.3% to 32.1%); the rate was 45.3% for those sent to a dedicated page and 22.8% for those sent to the general VPN page (n=3,973 and 4,790).","tier":"A","n":10001,"method":"Cohort C joined to vpn-clicks on visitor_id; genuine = S19.6b band A or B; staging referers excluded.","flag":"The destination depends on the first answer (streaming, gaming and privacy get a dedicated page), so the hub-versus-general gap is not an answer effect; see the randomised comparison.","range":"2026-07-29 to 2026-10-18","command":"node scripts/analysis/advisor-research.mjs --until 2026-10-19"},{"id":"H19","statement":"Among visitors sent to a dedicated page, those who chose \"Balanced\" for budget clicked out at 57.4% against 42.4% for those who said \"I'm not sure\" (n=263 and 1,992); \"Cheapest\" was 47.1% (n=1,510).","tier":"B","n":263,"method":"Cohort C, destination held constant (dedicated page only), genuine click-out within 7 days.","flag":"Stating a budget goes with stronger intent, but the advisor did not cause the click. Click-out is not purchase.","range":"2026-07-29 to 2026-10-18","command":"node scripts/analysis/advisor-research.mjs --until 2026-10-19"},{"id":"H20","statement":"On our streaming, gaming and privacy pages, 36.4% of 533 visitors who finished the quiz named \"A free VPN might be enough\" as their biggest hesitation about paying (95% CI 32.4% to 40.6%); the other choices were price, speed and trust.","tier":"B","n":533,"range":"2026-10-03 to 2026-10-19","method":"quiz_sessions, lead_origin=www, first run per visitor per quiz, completed runs; blocker question offers four visible options (price, speed, trust, free).","flag":"Forced choice among four options: it ranks hesitations we offered, it does not discover new ones. Different instrument from the homepage advisor.","command":"node scripts/analysis/advisor-research.mjs --until 2026-10-19"},{"id":"H21","statement":"Asked what made them look for a streaming VPN, 68.0% of 206 visitors chose \"My show is only available abroad\".","tier":"B","n":206,"range":"2026-10-03 to 2026-10-19","method":"quiz_sessions, streaming quiz, completed runs, first run per visitor.","flag":"Small n; traffic is mostly English and Chinese-language pages. The option text describes content availability by location; keep any copy on \"access\".","command":"node scripts/analysis/advisor-research.mjs --until 2026-10-19"},{"id":"H22","statement":"85% of free-VPN-quiz visitors who clicked out went to the provider the quiz had just recommended (n=171).","tier":"B","n":171,"range":"2026-10-03 to 2026-10-19","method":"quiz_sessions (free quiz) joined to vpn-clicks on visitor_id; first genuine click within 7 days vs quiz_sessions.pick.","flag":"The result page puts that provider behind the main button, so this measures how often people follow the recommendation shown, not independent preference.","command":"node scripts/analysis/advisor-research.mjs --until 2026-10-19"}]}