Field notes
Create from customer evidence, not a blank page.
Practical guidance for finding conversations, judging whether a topic is moving, and turning the signal into useful content.
Turn customer conversations into content ideas
The goal is not to copy a post. Preserve the customer’s unresolved tension and answer it in a useful form.
Research system · 8 minute readHow to find trending topics your customers actually care about
A practical five-step method for finding rising topics with enough customer, source and engagement evidence to justify creating content.
Measurement · 6 minute readWhat counts as evidence in social listening?
A chart without the posts behind it is a claim. A useful listening system lets you inspect why the chart moved.