Bryan Melmed is a researcher who got interested in the people who don’t show up in research. The ones who skip surveys, ignore panels, and treat most forms of measurement as something to be evaded. That interest became kaibito co.

Before that, Bryan worked in litigation consulting, a field where the stakes around survey methodology are legal rather than commercial, and where getting the sample wrong isn’t a missed insight but a failed case. That background, combined with graduate work in research methodology, informs how he thinks about measurement: not as a marketing function, but as an evidentiary one.