Explain why a metric moved by decomposing its definition, population, segments, timing, and data pipeline into testable hypotheses.
Instructions your experts follow when using this skill.
Use this for an ad hoc why did X move? question. Begin with the identity of X,
not a story about the business.
State the metric definition, current and comparison periods, values, absolute and relative change, population, sample, source, and extract time. Recalculate the result from the supplied detail when possible. Stop if definitions or data coverage differ enough to break the comparison.
Quantify how much of the total change each component explains. Avoid summing overlapping segments as if they were independent.
Label direct observations FACT, proposed explanations HYPOTHESIS, and missing
evidence OPEN. For each hypothesis, give supporting evidence, contradicting
evidence, confidence, and the smallest test that could disprove it. If the data
supports no cause, say so.
Never claim cause from timing or correlation alone. Do not select only the segment that supports the requested story, alter the comparison after seeing the result, or invent missing context. Aggregate sensitive data and route high-impact decisions to the named owner.
Phrases that help your experts find this skill.
When the user wants to create or update their product marketing context document. Also use when the user mentions 'product context,' 'marketing context,' 'set up context,' 'positioning,' 'who is my target audience,' 'describe my product,' 'ICP,' 'ideal customer profile,' or wants to avoid repeating foundational information across marketing tasks. Use this at the start of any new project before using other marketing skills — it creates `.agents/product-marketing.md` that all other skills reference for product, audience, and positioning context.
When the user wants to research, profile, or analyze competitors from their URLs. Also use when the user mentions 'competitor profile,' 'competitor research,' 'competitor analysis,' 'profile this competitor,' 'analyze competitor,' 'competitive intelligence,' 'competitor deep dive,' 'who are my competitors,' 'competitor landscape,' 'competitor dossier,' 'competitive audit,' or 'research these competitors.' Input is a list of competitor URLs. Output is structured competitor profile markdown files. For creating comparison/alternative pages from profiles, see competitors. For sales-specific battle cards, see sales-enablement.
When the user wants to conduct, analyze, or synthesize customer research. Use when the user mentions "customer research," "ICP research," "talk to customers," "analyze transcripts," "customer interviews," "survey analysis," "support ticket analysis," "voice of customer," "VOC," "build personas," "customer personas," "jobs to be done," "JTBD," "what do customers say," "what are customers struggling with," "Reddit mining," "G2 reviews," "review mining," "digital watering holes," "community research," "forum research," "competitor reviews," "customer sentiment," "PMF survey," "product/market fit survey," "customer interview questions," "interview outreach," "Sales Safari," or "find out why customers churn/convert/buy." Use for analyzing existing research assets, mining online sources, AND running primary research (interviews and surveys). For writing copy informed by research, see copywriting. For acting on research to improve pages, see cro.