What counts as evidence in product management?

Evidence is any piece of information that supports or contradicts a claim about what customers want, how they behave, how the market works, or what technology can do. This includes customer interview quotes, survey results, market research reports, competitor announcements, usage data, and expert opinions. The key is that it is externally sourced — not an internal opinion or assumption.

How do you capture customer research effectively?

Capture at three levels: source (where the information came from), finding (the specific insight or data point), and link (which assumption or hypothesis this finding is relevant to). Most teams capture the source and stop there — linking findings to specific claims is what makes the evidence actually useful at decision time.

What is the difference between a finding and an assumption?

A finding is something you observed or learned from an external source. An assumption is a claim your team is betting on. Findings are used to support or refute assumptions. The direction flows one way: evidence informs assumptions, not the other way around.

Playbook

Add evidence

Run Add evidence

Ingest URLs, files, or text into the Evidence & Findings knowledge base

Use when

•After a customer interview, to extract and save the key insights, opportunities, and quotes
•When you find a relevant article, report, or market data source worth keeping
•When uploading transcripts, survey results, or competitive research files
•Any time new information should be saved so future teammates do not have to re-find it

What You Get

Evidence Source
A saved reference to the source — URL, file, or text — with classification metadata so it can be found and attributed in future research.
Evidence Finding
Individual insights extracted from the source, each tagged with a domain, category, and relevance note, ready to be linked to hypotheses and assumptions.

How It Works

1
Add Data

Why scattered research is as bad as no research

Product teams do more research than they capture. Insights live in someone's notes, articles sit in browser bookmarks, interview quotes stay in a doc that nobody else reads. When the next decision point comes, the team treats the question as unanswered and redoes work that has already been done. Evidence capture breaks that cycle by making every piece of research findable, linkable to hypotheses and assumptions, and available to every future teammate who works on the same product.

Who it's for

Use this any time you encounter information worth keeping — not just after formal research activities. The value of a workspace compounds with every piece of evidence saved, because each piece makes future queries more specific and future decisions better-grounded.

Product Manager

User Researcher

Founder

Product Strategist

Frequently asked questions

What counts as evidence in product management?: Evidence is any piece of information that supports or contradicts a claim about what customers want, how they behave, how the market works, or what technology can do. This includes customer interview quotes, survey results, market research reports, competitor announcements, usage data, and expert opinions. The key is that it is externally sourced — not an internal opinion or assumption.
How do you capture customer research effectively?: Capture at three levels: source (where the information came from), finding (the specific insight or data point), and link (which assumption or hypothesis this finding is relevant to). Most teams capture the source and stop there — linking findings to specific claims is what makes the evidence actually useful at decision time.
What is the difference between a finding and an assumption?: A finding is something you observed or learned from an external source. An assumption is a claim your team is betting on. Findings are used to support or refute assumptions. The direction flows one way: evidence informs assumptions, not the other way around.