Market Trend & Demand Signal Playbook
Extracts emerging trends, recurring themes, and demand shifts from conversation data. Enables strategic insights for marketing, product, and executive decision-making.
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Deploy this kit stack into your workspace. Customize bricks, scoring, and outputs to match your team.
Without this playbook
Most teams handle market trend & demand signal through scattered call reviews, manager opinion, and isolated examples. Without a shared operational definition, the signals stay inconsistent and difficult to act on across volume.
With this playbook
A shared, repeatable lens for market trend & demand signal - with structured outputs you can route into coaching, reporting, and workflow automation. Every conversation produces evidence, not just opinions.
Built for
Data engineers, analytics teams, and revenue analysts
When teams use it
- Signal modeling and feature engineering
- Warehouse analysis and downstream reporting
- Trend detection and demand forecasting
The operational stack
3 kits behind this playbook
Conversations contain market intelligence that never makes it into a report. This stack extracts three layers: emerging trends - rising keywords, phrases, and patterns that indicate shifting demand; industry clustering that groups those patterns by segment so you can see which verticals or ICPs are driving the change; and budget and spend signals that tie trends to actual purchasing intent. The output gives strategy, marketing, and product teams leading indicators instead of lagging ones.
Budget & Spend Trend Kit
3 bricks
Extracts signals tied to budget shifts or spending intent.
Included bricks
Review this kitBudget Change Present
BooleanDetects whether a change to the customer's budget occurred or was explicitly acknowledged during the conversation.
Budget Trend Keywords
String listExtracts budget-related keywords and phrases that recur or are clearly emphasised - for example terms indicating budget increases, freezes, reductions, or changes in spend direction.
Spend Intent Score
ScoreScores the strength of customer spend intent based on the specificity, authority, and firmness of budget-related language.
Industry Cluster Kit
3 bricks
Groups patterns by industry or ICP segments.
Included bricks
Review this kitIndustries Detected
String listExtracts references to specific industry sectors, verticals, or categories explicitly mentioned in the conversation.
Industry Trend Type
CategoryClassifies the direction of industry trends referenced in the conversation - rising, stable, declining, or mixed.
Industry Pattern Score
ScoreScores the prominence and relevance of industry-specific language and context in the conversation.
Trend Emergence Kit
2 bricks
Detects rising keywords and demand patterns.
Included bricks
Review this kitEmerging Topics Detected
String listExtracts secondary topics or themes that gain prominence during the conversation - excluding the primary topic.
Trend Strength Score
ScoreScores the strength of emerging topic trends based on recurrence, unprompted emergence, and emphasis.
Knowledge base
Supporting materials
The kits in this playbook work best when backed by reference materials that ground the evaluation. Upload these into your workspace knowledge base to improve accuracy and relevance.
Learn more about Knowledge BasesMarket research reports and industry trend documentation
ICP and segment definitions
Product roadmap and strategic planning documentation
Historical demand data and seasonal patterns
Competitive landscape and market sizing reports
Structured output
What you get back
Every conversation processed through this stack produces a structured JSON object. Each brick contributes a typed field - booleans, scores, categories, or string lists - that you can route, aggregate, and report on.
Example output shape
{
"budget_change_present": true,
"budget_trend_keywords": [
"signal 1",
"signal 2"
],
"spend_intent_score": 7,
"industries_detected": [
"signal 1",
"signal 2"
],
"industry_trend_type": "Strong",
"industry_pattern_score": 7,
"emerging_topics_detected": [
"signal 1",
"signal 2"
],
"trend_strength_score": 7
}In practice
How teams use these outputs
The structured outputs from this stack integrate into your existing workflows. Use them wherever you need repeatable, evidence-based signal from conversations.
Signal modeling and feature engineering
Warehouse analysis and downstream reporting
Trend detection and demand forecasting
Revenue correlation and attribution analysis
Get started
Deploy this playbook in your workspace
Customizing creates a workspace-owned draft with this playbook's full kit stack. Adjust bricks, scoring, and outputs to fit your team, then publish when ready.