Sample report from Shelf by Markapp. Northwind Coffee and its rivals are fictional, and the answers come from our mock engine, so every number here shows the format only. Your free preview uses real answers from the AI assistants.

SAMPLE DATA

Shelf by markapp

Northwind Coffee sample panel · Full report

How AI assistants talk about Northwind Coffee

2026-11-10. 240 answers from 4 assistants, 20 shopper questions in 1 languages, 3 repetitions.

Measured by Shelf™ by Markapp

Headline numbers

18%

of answers name Northwind Coffee when the question does not

10%

Share of the AI answer (rank 4 of 5 coffee brands)

20%

of answers list Northwind Coffee in the top 3

of answers cite northwind-coffee.example

Northwind Coffee appears in 18% of answers to questions that do not name it. Share of the AI answer is 10%, rank 4 of 5 coffee brands; Copperleaf Cafe leads with 39%.
Northwind Coffee's own site is cited as a source in 5% of answers.
The weakest topic is best options: 6% presence.

Northwind Coffee against competitors

Share of the AI answer: of all coffee brand mentions across answers, the share each one takes. Median across repetitions.

Coffee brand	Mention rate	Share of the AI answer	Top-3 rate	Avg position
Copperleaf Cafe	79%	39%	74%	1.7
Harbor Light Coffee	52%	25%	52%	1.7
Bramble Roast	44%	21%	44%	1.8
Northwind Coffee	22%	10%	20%	2.1
Tidewater Beans	14%	6%	12%	1.8

By assistant

Organic mention rate: share of answers naming Northwind Coffee among questions that do not name it.

Assistant	Model	Answers	Organic mention	Share	Top-3	Avg pos	Cites owned site
Claude	mock-anthropic	60	11%	7%	15%	2.0	0%
Gemini	mock-gemini	60	16%	10%	15%	2.2	5%
ChatGPT	mock-openai	60	21%	10%	20%	2.0	5%
Perplexity	mock-perplexity	60	11%	8%	15%	1.8	0%

AI Visibility Score 22 ±4.0 points (90% margin of error from resampling the questions); Claude 15 ±10.0; Gemini 18 ±10.8; ChatGPT 23 ±9.8; Perplexity 15 ±9.2. A change between runs is real only when it is larger than both margins combined.

What the assistants searched for

Before answering, the assistants ran 240 web searches (20 different). How each one searches decides which pages it reads.

Assistant	Answers with a search	Searches per answer	Searches naming Northwind Coffee
Claude	100%	1.0	5%
ChatGPT	100%	1.0	5%
Gemini	100%	1.0	5%
Perplexity	100%	1.0	5%

Search terms where rivals win. Answers behind these searches mostly leave Northwind Coffee out: content and listings to win.

Search term	Example search	Searches	Answers naming Northwind Coffee	Leader	Sites read
chain	What is the best coffee shop chain in the United States?	60	22%	Copperleaf Cafe	harborlight-coffee.example, reddit.com, tripadvisor.com
shop	What is the best coffee shop chain in the United States?	36	14%	Copperleaf Cafe	copperleaf-cafe.example, reddit.com, trustpilot.com
great	Affordable whole bean coffee that still tastes great	24	17%	Harbor Light Coffee	harborlight-coffee.example, tripadvisor.com, timeout.com
online	Which coffee brand delivers fresh beans fastest online?	24	12%	Copperleaf Cafe	copperleaf-cafe.example, bramble-roast.example, youtube.com
affordable	Affordable whole bean coffee that still tastes great	12	8%	Harbor Light Coffee	timeout.com, harborlight-coffee.example, bramble-roast.example
ahead	Best coffee app for ordering ahead	12	8%	Harbor Light Coffee	reddit.com, yelp.com, harborlight-coffee.example
airports	Best coffee chain at airports	12	33%	Copperleaf Cafe	foursquare.com, tripadvisor.com, timeout.com
baristas	Which coffee brands do baristas recommend for home brewing?	12	0%	Copperleaf Cafe	copperleaf-cafe.example, youtube.com, google.com
brew	Which coffee chain has the best cold brew?	12	8%	Copperleaf Cafe	google.com, trustpilot.com, copperleaf-cafe.example
brewing	Which coffee brands do baristas recommend for home brewing?	12	0%	Copperleaf Cafe	copperleaf-cafe.example, youtube.com, google.com

By topic

Topic	Answers	Organic mention	Share	Top-3
Best options	48	6%	4%	6%
Price and value	48	19%	10%	19%
Quality and trust	48	17%	17%	38%
Where to find it	48	25%	10%	19%
Online and delivery	48	12%	6%	12%

Where answers come from

Domains the assistants cite, counted once per answer. "Competitor only" counts answers that name a competitor and not Northwind Coffee.

Domain	Type	Answers citing	With Northwind Coffee	Competitor only
copperleaf-cafe.example	Competitor (Copperleaf Cafe)	74	15	59
harborlight-coffee.example	Competitor (Harbor Light Coffee)	62	14	48
tripadvisor.com	Third party	52	12	40
reddit.com	Third party	50	10	40
youtube.com	Third party	49	14	35
foursquare.com	Third party	48	10	38
trustpilot.com	Third party	48	9	39
google.com	Third party	47	10	37
yelp.com	Third party	47	11	36
eater.com	Third party	43	11	32
wikipedia.org	Third party	43	9	34
timeout.com	Third party	40	3	37
bramble-roast.example	Competitor (Bramble Roast)	39	6	33
tidewater-beans.example	Competitor (Tidewater Beans)	18	5	13
northwind-coffee.example	Owned	11	11	0

Errors found

No checked statement was flagged in this run.

Top 5 fixes

Each fix comes from the evidence in this run and lists the answers behind it.

1. reddit.com is cited in 40 answers that name competitors and 10 that name Northwind Coffee

Get Northwind Coffee listed or reviewed on reddit.com with current store and service details.

Evidence (40): anthropic/en-001/r1, anthropic/en-003/r3, anthropic/en-006/r3, anthropic/en-007/r2, anthropic/en-007/r3, anthropic/en-011/r2, anthropic/en-016/r3, anthropic/en-018/r1 and 32 more

2. trustpilot.com is cited in 39 answers that name competitors and 9 that name Northwind Coffee

Get Northwind Coffee listed or reviewed on trustpilot.com with current store and service details.

Evidence (39): anthropic/en-002/r2, anthropic/en-003/r1, anthropic/en-004/r3, anthropic/en-006/r1, anthropic/en-007/r3, anthropic/en-008/r1, anthropic/en-009/r1, anthropic/en-011/r3 and 31 more

3. timeout.com is cited in 37 answers that name competitors and 3 that name Northwind Coffee

Get Northwind Coffee listed or reviewed on timeout.com with current store and service details.

Evidence (37): anthropic/en-006/r2, anthropic/en-007/r2, anthropic/en-008/r1, anthropic/en-011/r3, anthropic/en-013/r2, anthropic/en-016/r3, anthropic/en-019/r3, anthropic/en-020/r3 and 29 more

4. Best options (EN): Northwind Coffee in 4 of 48 answers; named instead: Copperleaf Cafe, Harbor Light Coffee, Bramble Roast

Create owned pages that answer these questions directly (best options), in EN.

Evidence (44): anthropic/en-001/r1, anthropic/en-001/r2, anthropic/en-001/r3, anthropic/en-002/r1, anthropic/en-002/r2, anthropic/en-002/r3, anthropic/en-003/r1, anthropic/en-003/r3 and 36 more

5. northwind-coffee.example cited in 11 answers; competitor sites in 153

Add crawlable store-locator, opening-hours and services pages with structured data, and check that AI crawlers are not blocked in robots.txt.

Evidence (153): anthropic/en-001/r1, anthropic/en-002/r1, anthropic/en-002/r2, anthropic/en-002/r3, anthropic/en-004/r2, anthropic/en-005/r1, anthropic/en-005/r2, anthropic/en-005/r3 and 145 more

Action pack

Everything below is ready to use in actions.html, with drafts in the fixkit folder.

Northwind Coffee: AI recommends you in 18% of answers. Share 10%; Copperleaf Cafe leads with 39%. Top-3: 20%. Next step: Get Northwind Coffee listed or reviewed on reddit.com with current store and service details.

Alerts: 0 wrong or outdated statements to correct.
Website check: runs with the next live run.
Ready-made fixes: 6 files: FAQ drafts, structured data, AI guide file, crawler lines, business profile text.
Outreach list: 10 websites, with pitch emails in English and Greek.
Audiences for targeting: the shoppers AI sends to competitors become audiences in Harion DSP (4 weakest topics, 0 places, 1 language audiences), on Pantheon SSP's direct supply, with Markdash as the ledger.

	In-house team	Shelf
Work per run	38.0 h	1.0 h review
Cost, first run	$2,250	$999
Cost, each further run	$1,710	$499
Speed	about 5 working days	under 60 minutes, about 19x faster

Estimate at USD 45.0/hour (marketing / data analyst in the United States, loaded cost); assumptions in actions.html.

Method and limits

Questions are asked through each provider's official API with web search switched on, located in United States. API answers are a consistent measurement panel, not a copy of what any one user sees on screen; consumer apps add personalisation, memory and different defaults.
20 prompts (20 English) across 5 topics, 3 repetitions; each rate is the median across repetitions.
Mentions are matched with Greek, Greeklish and Latin spellings and Greek inflection; ambiguous names (for example Galaxias, Bazaar) count only when capitalised. "Organic" excludes questions that already name Northwind Coffee.
Fact checks are rule-based and flag statements for review; they are hypotheses until a person reads the answer.
Run sample-northwind-full-20261110T0616Z, started 2026-11-10T06:16:22Z, finished 2026-11-10T06:16:22Z. Models: Claude mock-anthropic; ChatGPT mock-openai; Gemini mock-gemini; Perplexity mock-perplexity.
Report generated 2026-11-10T06:16:22Z. Full answers: answers.html. Competitor deep dive: competitors.html.

Disclosure

Data source, sample, error margins and coverage limits, following the IAB and MRC disclosure principles. SAMPLE DATA: answers come from the mock engine.

Assistant	Model IDs	Collection method	Answers
Claude	mock-anthropic	mock (sample data)	60
ChatGPT	mock-openai	mock (sample data)	60
Gemini	mock-gemini	mock (sample data)	60
Perplexity	mock-perplexity	mock (sample data)	60

Sample
Questions	20
Valid answers	240
Repetitions per question and assistant	3
Collected	2026-11-10T06:16:22Z to 2026-11-10T06:16:22Z
Markets	United States
Question languages	en

Rate (95% Wilson interval)
Organic mention rate	17% (13-23%)
Mention rate	21% (17-27%)
Share of the AI answer	10% (8-13%)
Top-3 rate	19% (15-25%)
Answers citing the brand's own site	5% (3-8%)

Answers come from each provider's API with web search on. They are a consistent measurement panel, not a copy of what one person sees in a consumer app, which adds personalisation, memory and different defaults.
Answers vary between askings; each question is repeated and every rate carries a 95% Wilson interval. Repetitions of one question are not fully independent, so intervals are slightly narrow.
A change between runs is reported only when the two intervals do not overlap; smaller changes are "not significant".
Brand detection is rule-based (spellings, scripts, inflection). Fact checks and sentiment flag statements for review; they are not a human judgement.
Engines collected through a licensed data provider show the provider's capture of a public results page.

Run sample-northwind-full-20261110T0616Z. Every figure traces to stored answers (answers.html, raw.jsonl); each answer carries a SHA-256 content hash so it can be checked unchanged. Measured by Shelf by Markapp.