Customer research
Turn public customer conversations into continuous research.
See what users ask, compare and complain about in the places they already talk. Keep the original evidence attached so every insight can be challenged, refined and reused.
No card required. Start with a website, review the suggested terms and competitors, then run a complete scan free.
The job
Research does not have to begin with another survey.
Interviews and surveys remain valuable, but they happen on your schedule and inside your questions. Public conversations expose unprompted language and concerns. What’s Trending helps you monitor that layer without pretending it represents every customer.
What to look for
Turn conversation into a decision.
Needs in customer language
Find the phrases people use when they describe a problem, workaround or desired outcome.
Questions that keep returning
Separate repeated needs from isolated comments by comparing authors, time and source breadth.
Evidence with boundaries
Retain original URLs and missing-metric states so the team can see what the research does and does not prove.
Workflow
From research boundary to content direction.
- 01
Choose a research scope
Add product terms, customer problems, alternatives and competitor profiles to the WordBank.
- 02
Collect public evidence
Gather matching public posts with source URLs and the engagement fields each platform exposes.
- 03
Group the patterns
Rank recurring subjects by activity, author breadth, freshness and available engagement.
- 04
Carry findings into decisions
Use the evidence in messaging, content briefs, interview guides and product-research questions.
The output
Treat public conversation as a research input, not a census.
A strong insight includes the language customers used, the public contexts where it appeared and the limits of the sample. This makes it useful for content and messaging without turning a directional signal into false certainty.
- Observed need: What outcome or friction appears repeatedly?
- Context: Who is discussing it, where and in response to what?
- Next question: What should interviews, surveys or product data verify?
Questions
Before you use this workflow.
Is public conversation a replacement for customer interviews?
No. It is a complementary research layer. Use it to discover language and hypotheses, then validate important decisions with interviews, surveys, product data or direct customer feedback.
Can I search for customer pain points?
Yes. Add concrete problem phrases and alternatives to the WordBank. Specific customer language usually produces cleaner evidence than a broad product-category term.
Does the product access private customer data?
No. What’s Trending works with public content and authorized platform surfaces. It does not claim access to private posts, private comments or private metrics.
Listen before you publish
See what your customers are talking about.
Define the market, inspect the source evidence and create content that responds to current customer interest.
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