239 brand eliminations. No readable page from the brand.

The decision can move on without a visit

The tasks asked research agents to consider consumer choices. Their records show which companies they kept or eliminated and whether they loaded a readable page from each company.

In one telecom run, the agent ruled out AT&T postpaid on price without loading a readable AT&T page. Its explanation referred to an all-in household budget. The supporting source entry described general model knowledge about postpaid pricing, not a freshly read AT&T offer.

That is an observation about what the agent believed and did. It is not our assessment of AT&T’s current prices or proof that the agent was right.

There were also cases where a company remained an option without its page being read. In one insurance run, Texas Farm Bureau remained a regional alternative even though the agent did not obtain a readable page from it. State Farm was the primary recommendation in that run.

The absence of a readable brand page did not always mean rejection.

Why a brand or CX leader should care

Traditional journey measurement starts with something the enterprise can see: a visit, an enquiry, a call or a transaction.

These observations show a decision process that can narrow the field before a readable brand page enters it. A company may never have the opportunity to answer the question that ruled it out.

For CX operators, the relevant question is broader than who handles the next contact. It is also which decisions happen before there is a contact to handle.

What the numbers include

Of the 277 recorded eliminations, 239 had no readable brand page and 38 did. The runs covered banking (12), telecom (8), insurance (8), energy (8) and travel (7).

Not every elimination followed a full investigation. Seventy-seven were explicitly coded “not investigated.” The records also contain exclusions attributed to terms, support, price, eligibility, availability, coverage, reputation and other reasons. These are the agent’s recorded explanations, not independently established causes of customer behaviour.

How we know

The figures are counted from the published structured research records. Each record contains the recommendation, brand decisions and reported sources. Open a record to see the supporting detail.

Read this as: evidence that this kind of decision happened in these research runs.

Do not read it as: a brand ranking, lost sales, market share, a count of real customers, or proof that no request or signal reached any enterprise system. A failed page request could itself be visible even when no readable content was obtained.