03 Methodology
Comment Intelligence
Every comment becomes
structured intelligence.
We read each conversation in layers — first what the fan is actually saying, then specialist football and commercial analysis on top — before it counts towards any chart, finding or report.
- 10
- questions answered for every comment
- 11
- automated agent modules on top
- 181,854
- comments analysed in this sample
STAGE 01The raw comment
It starts with one fan.
A supporter
Reply to a club post · the morning after a match
Our number 10 carried the whole midfield last night. Went to buy his shirt this morning — only XXL left. Please restock before the derby!
Illustrative comment written for this page. The analysis around it follows the real methodology.
STAGE 02What we understand
Not one score. Ten questions at once.
The first reading answers every question below for the same comment — and ties each answer to the exact words that support it.
The comment
Our number 10 carried the whole midfield last night. Went to buy his shirt this morning — only XXL left. Please restock before the derby!
Is this about the club?
Highlighted: the words behind this answer
Understood so far
- 01Yes — directly
- 02Player performance
- 03A player, a product and a fixture
- 04Mixed
- 05Strongly supportive — of the player
- 06Pride, excitement, frustration
- 07Praise, buy and request
- 08Restock the sizes before the derby
- 09Sincere · civil
- 10A sale lost at peak demand
Our number 10 carried the whole midfield last night. Went to buy his shirt this morning — only XXL left. Please restock before the derby!
01Is this about the club?
Yes — directly
A supporter talking about the club’s own player and the club’s shop.
Because of“Our number 10”02What is the fan talking about?
Player performance
Player performanceThe matchKit & merchandiseRivalryOne main topic and three supporting ones — in a single sentence.
Because of“carried the whole midfield”“last night”“Went to buy his shirt”“before the derby”03Who or what is mentioned?
A player, a product and a fixture
Player · number 10Product · his shirtFixture · the derbyBecause of“Our number 10”“Went to buy his shirt”“before the derby”04How does the fan feel?
Mixed
Player’s performance · very positiveSize availability · negativeThe overall feeling is split, so each part of the comment is scored separately.
Because of“carried the whole midfield”“only XXL left”05Whose side are they on?
Strongly supportive — of the player
Support is measured separately from mood: frustrated with the shop, firmly behind the player.
Because of“Our number 10”“carried the whole midfield”06Which emotions come through?
Pride, excitement, frustration
PrideExcitementFrustrationBecause of“carried the whole midfield”“only XXL left”07What is the fan trying to do?
Praise, buy and request
PraiseWants to buyMakes a requestBecause of“carried the whole midfield”“Went to buy his shirt”“Please restock”08What exactly do they want — and by when?
Restock the sizes before the derby
An explicit request to the club store, with a deadline attached. Urgency: high.
Because of“Please restock”“before the derby”09Is it sincere and civil?
Sincere · civil
No sarcasm, trolling, insult or spam — the praise can be taken at face value.
10What does it mean for the business?
A sale lost at peak demand
A ready buyer, blocked by stock — and fixable before the next big match. Actionability: high.
Because of“Went to buy his shirt”“only XXL left”
STAGE 03Automated agent modules
Then the right agent modules step in.
What the first reading finds automatically decides which specialist agent modules look deeper. This comment calls on three of the eleven — the rest stay idle.
The first reading found
A named player is being evaluated
People
Agent module activated- Who
- Number 10 · first-team player
- Judged on
- Performance and influence in midfield
- Credit given
- Carrying the midfield
- Popularity
- Fans want to wear his shirt
- Fan stance
- Strongly supportive
The first reading found
A specific match performance is described
Match & performance
Agent module activated- Match
- Last night’s game · a single match
- Standout performer
- Number 10
- Where it was won
- Control of the midfield
- Looking ahead
- The derby
The first reading found
A product, a purchase and a stock problem
Merchandise
Agent module activated- Product
- Player shirt · number 10
- Buying stage
- In store, ready to buy
- Purchase intent
- Very high
- Barrier
- Size out of stock — only XXL left
- Improvement asked for
- Restock all sizes before the derby
The first reading understands the conversation. Each automated agent module then analyses its own part of the football business in more depth — and one comment can call on several.
THE AGENT MODULE LAYER
Eleven automated agent modules. One per part of the club.
Activated by the example comment
People
People
How fans judge players, coaches and executives.
What it picks up
- Performance & effort
- Credit & blame
- Trust & loyalty
- Sign, sell or keep
Activated by the example comment
Judged on: Performance and influence in midfield · Credit given: Carrying the midfield
STAGE 04Structured intelligence
One comment. One complete record.
The first reading and every specialist output are combined into a single profile that can be counted, filtered and compared.
Our number 10 carried the whole midfield last night. Went to buy his shirt this morning — only XXL left. Please restock before the derby!
01 What was said
Praises number 10’s midfield display; could not buy his shirt in the right size; asks for a restock before the derby.
02 Who & what it is about
03 How the fan feels
04 What they want
05 Business areas affected
06 Agent module signals
STAGE 05Aggregated intelligence
Now do it for every comment.
Each record is small. Repeated across the whole sample, they become the signals, trends and findings you see throughout the platform.
structured comment records
Every trend, finding and report begins with structured evidence — from one conversation at a time.