B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
24%
24% -- share of voice in chatgpt answers for Brands chosen by participants vs brands passed over in ChatGPT product comparisons (2025)
Brands that participants chose had a 24% share of voice in ChatGPT's answers compared to 11% for brands passed over.
- Study sample size of 56 participants across 221 tasks
- Session-level analysis treating tasks as independent draws
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
24%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
56
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Profound / Kevin Indig / Clickstream Solutions
Primary
Tier B
https://www.tryprofound.com/blog/the-shortlist-is-the-new-shelf ↗
Source Article
The shortlist is the new shelf
ChatGPT visibility and conversions are strongly correlated. A joint study by Profound, Kevin Indig, and Eric Van Buskirk of Clickstream Solutions watched 56 people compare products inside ChatGPT across 221 real tasks, then matched what they chose against Profound's data on which brands ChatGPT actu…
Original Research
Profound / Kevin Indig / Clickstream Solutions
· Original study ↗
Methodology
Joint study by Profound, Kevin Indig, and Eric Van Buskirk of Clickstream Solutions; 56 participants across 221 codable tasks; chosen brands appeared about twice as often in ChatGPT answers as passed-over brands (24% vs 11%)
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Brands chosen by participants vs brands passed over in ChatGPT product comparisons: 24% share of voice in chatgpt answers. Source: Profound / Kevin Indig / Clickstream Solutions (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/chosen-brands-chatgpt-share-of-voice-24-vs-11
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<blockquote cite="https://lighthousedata.io/data/chosen-brands-chatgpt-share-of-voice-24-vs-11" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>24%</strong> -- share of voice in chatgpt answers for Brands chosen by participants vs brands passed over in ChatGPT product comparisons<br><small>Source: Profound / Kevin Indig / Clickstream Solutions (2025) · <a href="https://lighthousedata.io/data/chosen-brands-chatgpt-share-of-voice-24-vs-11" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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