> For the complete documentation index, see [llms.txt](https://docs.kernel.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.kernel.ai/data/firmographics.md).

# Firmographics

Firmographics are the company facts Kernel returns after it has resolved a CRM record to the right entity. They cover where the entity operates, whether it is still in business, how many people it employs, and what revenue figure belongs at the right scope.

Kernel researches these fields instead of copying one static vendor value. Each result is tied to the resolved entity, checked against multiple sources, and returned with enough context to understand how the value was chosen.

## Core firmographics

| Data point         | What it answers                                                                                              | Learn more                                                      |
| ------------------ | ------------------------------------------------------------------------------------------------------------ | --------------------------------------------------------------- |
| Headcount          | How many people are on the entity's payroll, at entity or consolidated scope.                                | [Headcount](/data/firmographics/headcount.md)                   |
| Revenue            | What annual top-line revenue belongs to the entity, with currency, fiscal year, source, and scope preserved. | [Revenue](/data/firmographics/revenue.md)                       |
| Location           | Where the entity operates, and where it is legally registered.                                               | [Location](/data/firmographics/location.md)                     |
| Operational status | Whether the entity is active, absorbed into another brand, out of business, or unclear.                      | [Operational status](/data/firmographics/operational-status.md) |

## Reasoning and confidence

Firmographic values are meant to be inspectable, not just usable as a final number. The exact fields vary by integration, but the same ideas show up across the product:

* **Reasoning** explains how the value was determined, including sources, scope decisions, and important caveats.
* **Confidence** appears on headcount and revenue, and reflects how strong the evidence is.
* **Source** appears on headcount and revenue, and records whether the figure was identified directly from evidence or estimated by Kernel.

Operational status does not use a separate confidence field. `Undetermined` is the uncertainty value when the evidence is incomplete or conflicting.

If you disagree with a finding, you can flag it for review from your CRM with the **Send Kernel feedback** button - see the [feedback loop](/concepts/feedback-loop.md).

## **Entity/Consolidated/Recommended**

Kernel keeps the value and its scope separate before choosing a CRM-ready recommendation.

| Term         | Meaning                                                                                                                                                                                                                                                                          |
| ------------ | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Entity       | The value for the resolved legal entity itself. For headcount, this means direct payroll headcount for that entity. For revenue, this means annual revenue attributable to that entity.                                                                                          |
| Consolidated | The value for the entity plus its subsidiaries, when a reliable group-level value is available. This is useful when the account is a parent or holding company and the standalone entity does not reflect the scale of the operating group below it.                             |
| Recommended  | <p>Kernel chooses either Entity or Consolidated depending on the entity.</p><p>For most operating companies, this is the entity value. For holding companies or group parents, Kernel may recommend the consolidated value because it better represents the account's scale.</p> |