Performance marketing for AI-era growth – backed by models, not gut feeling.
Jun 2026 · Original research · Ongoing series
A multi-criteria optimisation problem with four constraints that don't naturally resolve together: university access, future-proof programme, flexibility, and cost. Why every obvious answer fell apart under scrutiny – and what the right question actually was.
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Article 2 · Jun 2026
Most university comparisons are built on a mistake. They compare labels, not substance. Why we chose ARWU over QS and THE, why 100 universities was the right cut, and what 1,200+ programme pairs normalised into 31 canonical labels actually made possible.
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Article 3 · Jun 2026
We built the coverage matrix expecting to confirm what we suspected. It didn't. CS at 95 universities. AI at 12. France above Imperial. The UK eliminated by cost despite the best programme fit. What the data actually showed – and every assumption that turned out to be structurally wrong.
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Article 4 · Jul 2026
Schools present A-level choice as a menu. The admissions data from 31 STEM programmes across 100 universities tells a different story. Four subjects that top research universities have required for decades – and why the subjects that feel most relevant are not the ones that are load-bearing.
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Article 5 · Jul 2026
The scarce skill in data and computing has shifted seven times since the 1880s. Each time, the people who mastered it built the tools that replaced it. The foundation underneath has never moved – and a four-year degree is now longer than a full scarcity cycle.
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The Top 100 Is a Moving Target
Article 6 · TBD
Twenty-two years of ARWU data, mapped year by year. The US has shed a third of its top-100 seats since 2003. China went from zero universities to twenty-two. A single French university merger jumped fifty places in a decade. The ranking behind this series' shortlist has never been still.
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China: The Second Look
Article 7 · TBD
Article 3 flagged China as unresolved – cheap, fast-climbing, and largely absent from international shortlists. This piece goes inside a system that's genuinely unfamiliar from the outside: how admission works for international applicants, what the top-tier universities actually teach, and the gap between China's research output and its visibility to the families deciding where to apply.
Coming soon
The Full-Ride Playbook
Article 8 · TBD
US sticker prices eliminated the US from this series' shortlist on cost alone. But sticker price and actual price are not the same number. What need-blind admission and full-need financial aid actually require – the profile, the paperwork, the thresholds – to bring the real cost at a top-tier US university close to zero.
Coming soon