Companies that already have customers talking about them in public, and enough departments that those departments have started saying different things. It is most useful where someone is accountable for the brand but cannot be in every room where the brand actually gets made. Category does not matter much; the volume of public customer language does.

It is not a fit if you have no customers yet, because there is no language to read and nothing to count. It is also not a fit if what you want is a deck that confirms a decision already made, since a read will sometimes say the opposite and that is the point of running one.

Built for companies whose customers are already talking in public.

This work needs two things to be useful: customers who say things where they can be counted, and enough departments that those departments have started contradicting each other. Where both are true, a read finds something almost every time.

A fit if

Customers talk where you can count it

Reviews, forums, support threads, social. Volume matters more than category, because the findings are counted rather than sampled.

More than one department reaches the customer

Marketing, sales, product, support and operations all send signals. The more of them there are, the more likely two are currently disagreeing.

Someone is accountable for the brand

And cannot be in every room where it gets made. That gap is the one this closes.

You want evidence more than reassurance

A read states what it found and what it could not see. Both are useful; only one is comfortable.

Probably not a fit if

You have no customers yet. There is no language to read.

You want a deck that confirms a decision already made.

What we are working against

The version that wins in most rooms is whoever is most senior in the meeting, not whoever is closest to the buyer.

Questions about fit

Who is this for?: Companies that already have customers talking about them in public, and enough departments that those departments have started saying different things. It is most useful where someone is accountable for the brand but cannot be in every room where the brand actually gets made. Category does not matter much; the volume of public customer language does.
Who is this not for?: It is not a fit if you have no customers yet, because there is no language to read and nothing to count. It is also not a fit if what you want is a deck that confirms a decision already made, since a read will sometimes say the opposite and that is the point of running one.