BrandTerritory Research
What we found in a year of search data across 641 personal injury firms and 205 markets — plus an honest account of everything we got wrong measuring it.
One firm gets a third of the market. And almost never loses it.
In a typical market twelve firms compete for name searches. An even split would give each 8%. The leader gets 34.9%. In more than half of the markets we watched for a full year, the same firm was number one every single month. And two out of three firms have no measurable brand at all.
We were about to publish 853 “rising firm” claims. Only 72 held up.
Google rounds its search numbers off, and that rounding can look exactly like a firm on the rise. We checked our own index against that problem and deleted nine out of every ten arrows we were ready to show. Six problems we found, four of them ours, and what we changed.
Methodology and ownership disclosures: /methodology. Ownership shared with Mass Tort Ad Agency; BrandTerritory does not sell brand advertising, and index results cannot be purchased.