Proof and learning
Proof and measurement
What a public record means, how outcomes differ and where the limits are.
01
What a Proof record is
A Proof record ties a specific piece of field work to its operator, location, category, date, description, evidence links and reported outcomes. A record can describe independently initiated work or a commissioned assignment. Its work origin matters: a featured product or event is not automatically a client.
02
Measures are not interchangeable
- Reached offline: people engaged or approached according to the stated method.
- Interviewed: completed conversations meeting the study's criteria.
- Onboarded: a defined first action; specify whether it means account creation, download, use or transaction.
- Reached online: platform views or impressions, reported separately from distinct people or conversion.
- Retained: a later observed action over a stated time window and method; an empty value is not evidence of zero retention.
03
Evidence and limits
Video can demonstrate that an outing happened and illustrate interactions; it cannot by itself prove every signup or transaction claimed. Product analytics, approved tracking links or client confirmation are stronger for those outcomes. Reports should explain what was independently observable, what a client supplied, and what could not be checked.
Recording and publication require attention to consent, local context and privacy. Public case studies can omit participant identities and sensitive commercial detail.
04
Corrections
A published record should be corrected if a count, attribution, link or description is wrong. The public record is a working account of what can be supported, not a guarantee that a product will see the same result elsewhere.