Research framework
Reviewed Aug 24, 2026A practical evidence framework for creator discovery
Creator discovery becomes more reliable when the recommendation and the evidence that produced it remain connected. This framework defines the minimum decision record for moving from a campaign question to a creator shortlist.
Direct answer
Published Aug 24, 2026
A shortlist should explain why each creator belongs there.
The minimum useful record includes the campaign decision, required criteria, observed creator and audience signals, source and observation dates, material unknowns, reviewer ownership and the reason a candidate advanced or stopped.
01
Define the decision before collecting signals
Start with the business question, audience, market, creator role and disqualifiers. A database can surface candidates, but it cannot decide which trade-offs matter unless the team states them first.
Separate requirements from preferences. A requirement can stop a creator from advancing. A preference helps rank candidates but should not quietly remove a strong match.
- Campaign outcome and creator role
- Audience market and creator geography
- Required evidence and exclusions
- Decision owner and review deadline
02
Classify evidence by what it can support
Profile fields, recent content, audience estimates, calculated metrics and human interpretation are different evidence classes. Combining them into one unexplained score makes review harder, not easier.
Preserve source, observation date, calculation window and known limitations beside each material signal. Unknown is a legitimate state when evidence is unavailable or stale.
- Observed platform or creator statement
- Calculated value with visible inputs
- Estimated audience or market signal
- Reviewer interpretation and confidence
03
Build a decision record another person can challenge
The output should show why a candidate advanced, which evidence changed the decision and what remains unresolved. That makes client handoffs, approval meetings and future refreshes more efficient.
A decision record is not a permanent truth about a creator. It is a dated explanation of fit for one brief, built from the evidence available at the time.
- Reason for advancing or stopping
- Evidence that materially affected the outcome
- Unknowns and refresh requirements
- Reviewer and approval status
Evidence record
Sources and review notes.
Each source states what it supports. Review dates indicate a substantive editorial check, not an automated timestamp.
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