What should we build next?

What we are planning

<your product, or the category you are planning inside>

FINDING URLS. Several tools take a URL and cannot search for one — social_linkedin_posts, social_reddit_posts, social_reddit_comments, company_jobs, company_person, web_fetch. When you need a page, find its URL with YOUR OWN web search first, using a site: filter. That costs nothing and is exact. web_search does the same job for a billed call and is the fallback when you have no search of your own. Never construct a URL from a company name: a wrong URL comes back as a dead page, which reads as an absence of evidence rather than as your mistake.

Bob Moesta's frame, and the whole reason this run exists: people do not buy products, they switch. A switch happens when

    PUSH (frustration with today) + PULL (attraction to the new)

      >  ANXIETY (fear of the switch) + HABIT (what they must give up)

Feature requests are pull. Pull is the force teams over-serve, because it is the only one that looks like a roadmap. Most stalled products are losing to anxiety and habit, and the fixes for those are migration tools, proof, defaults, and guarantees — work that never wins a prioritisation meeting because it does not look like a feature.

The switching moment is where the job reveals itself, so go where switching is discussed rather than where your product is discussed.

1. Find the switching moments

• keyword_suggestions on "<competitor> alternative", "switch from

  <competitor>", "<competitor> vs". Then `keyword_volume` and

  `keyword_intent` on everything it returns. **This is your first measurement,

  not just a search step:** volume on "<competitor> alternative" is the size of

  the population already in motion, and it is the cheapest number in this

  whole run.

• Find the threads with your own web search — `site:reddit.com "<competitor>"

  alternative`, `site:reddit.com "switched from <competitor>"` — or

  `web_search` if you have none.

• social_youtube_search on "<competitor> vs" and "<competitor> review".

  Comparison videos are switch interviews someone else already filmed.

2. Read the words, in the buyer's own phrasing

• app_reviews on the competitor, run twice: sort_by=most_recent for what

  is true now, and filtered to low ratings for the push. Five-star reviews name

  the pull. Three-star reviews are the most valuable rows in this entire run —

  someone who almost stayed, naming the one thing that stopped them.

• social_reddit_posts on the threads you found, then

  `social_reddit_comments` on the two or three where the discussion is real

  rather than a link drop.

• social_youtube_comments on the comparison videos. People announce their

  switch in comments in a way they never do in reviews.

• social_linkedin_posts on a post where a practitioner explains a migration,

  for the B2B version of the same evidence.

• app_details or web_fetch on the competitor's changelog or release

  notes: what they shipped last quarter tells you which complaints they have

  already answered, so you do not build a fix for a problem that no longer

  exists.

Quote verbatim, always. The buyer's exact words are the deliverable — a paraphrase loses both the emotion and the search term.

3. Code every quote to one force

Take each quote and mark it PUSH, PULL, ANXIETY or HABIT. Do it per quote, not per person; one review routinely carries three forces.

  PUSH      "I was spending every Friday afternoon reconciling this by hand"

  PULL      "the thing that sold me was seeing it work on my own data"

  ANXIETY   "I have four years of history in there and I could not risk it"

  HABIT     "my whole team already lives in the other tool"

Then count. The distribution is the finding. A category where anxiety dominates is won with migration, proof and guarantees, not with features — and a roadmap of features aimed at an anxiety-dominated market is how a good product loses to a worse one.

4. Size each theme before you rank it

A theme quoted by nine people may be smaller than a theme quoted by two.

• keyword_volume on the phrases people used for each theme — their words,

  not your feature name.

• keyword_intent on the same list. A theme people search commercially is one

  they would pay to fix; a theme searched informationally may be a content

  answer rather than a product one.

Themes with no measurable search volume are not automatically small — some problems have no query — but say so explicitly and name what you are relying on instead.

5. Build the 50/50 roadmap

Rahul Vohra's split, which exists to stop a roadmap becoming pure defence:

• Half: deepen what the delighted already love. From the five-star and

  strongest pull evidence. This is what makes people stay and tell others, and

  it is the half that gets cut first under pressure.

• Half: remove what blocks the nearly-persuaded. From the three-star and

  the anxiety/habit evidence. Each item names the force it removes, not the

  feature it adds.

Every line carries: the force, the size, three verbatim quotes, and the specific change. A line with no quote is an opinion that got into the document.

RULES THAT MAKE THE OUTPUT TRUSTWORTHY

• Cite the tool and the argument behind every number you state.
• Distinguish measured (a tool returned it) from inferred (you reasoned to it).
• State the strongest evidence AGAINST your conclusion before your conclusion.
• Absence of a signal is not evidence of absence. Name which instrument was

  blind and why.

• Coverage is public data and varies by query, country, and date. A thin

  result is a thin result, not an empty market.

• If the data does not settle it, say INCONCLUSIVE and name the one call that

  would settle it. An unspent budget and an uncertain answer at the same time

  is a failed run; so is a confident answer the data did not support.

Deliver

The force distribution as counts. The ranked themes with quotes and sizes. The 50/50 roadmap. And the one theme you expected to see and did not — an absence is a finding when you went looking for it on purpose.