VOC & research bank

The input engine. Every verbatim from ad comments, reviews, TikTok and support tickets, LLM-classified to matrix registries (persona · angle · objection · theme — foreign keys only, free text impossible), frequency-rolled nightly into the EV scorer. This is an input table to the concept generator, never a reading room: a theme spiking here visibly moves P×A×O cells in the matrix the next morning, and that movement is the proof the loop is wired.

Bank status

Seed harvest 2026-05-29 real · live pipes since 2026-06-15 · 11 nightly runs representative
Rows in bank
2,644 993 seed + 1,651 live
seed = verified harvest · live = pipe rows since Jun 15 representative
LLM-classified to registries
2,485 / 2,644 · 94%
159 low-confidence → Wed curation queue · last Wed: 124 cleared in 28 min
Pinned into briefs
49 across 14 briefs
BRF-0001…0003 (11 week-one pins) + BRF-0008/0011/0013…0023
Source-gap alerts open
0 P03 + P04 resolved Jun 19
NDP-04 query sets + gift-review mining landed with pipe activation
Source-gap rule: any persona carrying >10% of spend with <2% of bank rows fires an ingest alert, not a creative conclusion. At seed, P04 grandparent-gift (~25% of real spend) had 3 verbatims and P03 christian-mom (behind the real 240d Faith Kit runner) had 1 — both fired. Post-fix shares: P04 7.9% · P03 6.4% of bank representative. The bank must out-sample where the money already is, or the V component scores blind.

Ingest pipelines

Nightly · automatic · humans curate Wed 30 min, never transcribe
SourceMethodStatusRowsLast run
Meta ad commentsGraph API on live ad ids, nightly sweeplive Jun 15648 repr.Jun 26 02:10
Amazon + Shopify reviewsReview APIs · 90-day Amazon backfill + daily deltalive Jun 16424 repr.Jun 26 02:25
Gorgias support ticketsNightly export → classifier (tags routed to CX, not creative)live Jun 17187 repr.Jun 26 02:40
TikTok Shop reviews + commentsSeller-center export, nightly (135.6K items sold = deep pool)live Jun 18392 repr.Jun 26 03:00
Reddit / forums / blogsOwn-stack BrightData SERP harvest, 38 + 14 query setslive (seed)993 realseed 05-29 · weekly re-run
Foreplay competitor pullsPublic API, credit-gated, cached → competitor panel2 pulls run152 ads repr.Jun 21
Every row lands pre-classified by the LLM pass — persona / angle / objection / theme / sentiment / recency weight — written as registry foreign keys against the append-only P##/A##/O## registries. Free-text tags are structurally impossible. The Wednesday 30-minute curation pass does four things only: clear low-confidence classifications, award gold flags, confirm new-dimension detections, merge duplicates. Humans curate; they never transcribe.

Bank → EV scorer wiring

V-component: 0.20 × theme frequency, recency-weighted · proof the loop is live
Thu Jun 25, 06:00 run — yesterday's spike moved this morning's matrix representative:
travel +61 wk road-trip-season spike (Jul 4 window) lifted Vvoc on 14 P06.* cells → 3 crossed into the top-12 ranking overnight → 2 instantiated in Monday's queue emission, source field voc-mine
P04 0.3% → 7.9% gift-review mining (NDP-04) re-scored the grandparent lane on data instead of a 3-verbatim guess → confirmed GP×HEIR×HSK49 at queue position 1
lost-pieces +28 wk review pipes are purchase-context heavy, objections overweight vs the general-talk seed lane → A08 coverage check re-fired (see objection board)
reputable-brand +9 wk frequency is NOT weight: 12 seed mentions but a stated unmet need ("aren't the alphabet soup kind on Amazon") → gold flag = logged manual multiplier, A07 keeps its proof-point link at any count
fatigued hooks suppressed the wiring runs both directions — a hook flagged fatigued account-wide (H06 anti-screen at frequency 4.0+) is suppressed in V until a fresh wrapper revalidates it, no matter how loud its theme is here

Theme frequency dashboard

Seed counts measured on the real 993-row bank (pattern v1) real · Δ7d recency-weighted from live runs representative
ThemeKindFrequency (seed, measured)Seed nΔ 7dFeeds
Countable mastery (letters / numbers / counting)desire
335+37A01A11P01
Screen-time / screen-free swapfear
211+44A02P05
Montessori / play-based registerregister
148+8A10P07 + F-gate safe-words
Advanced / ahead / gifteddesire
128+11A11P01
Guilt (explicit)fear
112+15A01A02
Travel / containment triggertrigger
101+61 ▲ spikingA03P06 → moved 3 cells Thu
Behind / milestones comparisonfear
94+12A04P02
Keeps-busy / engaged / occupieddesire
44+13A03 dual-job proof
Price / DIY / cheap-lookalikeobjection
40+19A12A07 · Gorgias + review skew
Lost pieces (incl. choking-safety)objection
36+28 ▲ risingA08 · #1 in purchase context
Am I doing enough (bottleneck guilt)fear
29+4A01P02P05
Reputable named brandtrust
12+9A07 · gold: stated unmet need
Frequency in the bank ≠ purchase-decision weight. The seed lane is general parenting talk; the objection board below re-ranks within purchase-context threads only (the real ICP source-of-truth ordering), and the live review/ticket pipes skew purchase-context — which is why lost-pieces and price are the fastest risers despite low seed counts. Both rankings feed V: frequency as the recency-weighted count (e−days/90), gold flags as logged manual multipliers. Pattern-v1 keyword families are versioned with the thresholds — counts re-measure on every run, never hand-edited.

Verbatim table

Showing 27 of 27 sampled rows · 2,644 in bank
Persona
Source
Sentiment
Class
Pinned
Search quotes
Sort
IdVerbatimSourceDateClassified toSent.WtIn briefs
VOC-0007"My toddler loves the Hadley Design Busy Book. I found it on Amazon and it's so fun! I like it because it keeps his hands busy for a while…"r/toddlersh 05-29P05A03brand-goldpos0.73BRF-0002Pinned
VOC-0112"We got a busy book similar to that and yes, lost all the pieces within a week or two."r/moderatelygranolamomsh 05-29obj-lost-piecesA08neg0.73TST-0011 · LP02 modPinned
VOC-0118"Does anyone have recommendations for busy books with non-detachable parts? I have two that I got for travel, but I never use them because they have a million…"r/toddlersh 05-29P06obj-lost-piecesA08neg0.73TST-0011 · LP02 modPinned
VOC-0125"I can't seem to find any busy boards from reputable companies that aren't the alphabet soup kind on Amazon…"r/moderatelygranolamomsh 05-29A07trust-goldneg0.73BRF-0014Pinned
VOC-0131"I'm looking for a busy book for my 19-month-old and am having trouble finding ones that aren't from random Amazon brands. Any recommendations?"r/moderatelygranolamomsh 05-29A07trustneg0.73Pin
VOC-0142"I feel so guilty giving him that much screen time so early in the morning. I tried to cut it out for a few days, but he kept asking for it, and the whole…"r/toddlersh 05-29P05A02fear-screen-guiltneg0.73BRF-0002 · BRF-0013Pinned
VOC-0156"My son is 15m old and I know you're supposed to do no screens till 2 years but damn is it hard. When I need to make him food, or use the bathroom, or when I'm…"r/toddlersh 05-29P05A02A03neg0.73BRF-0016Pinned
VOC-0163"Lately it seems like I'm seeing hundreds of TikTok moms essentially just flaunting their 'highly advanced' toddlers, doing things like speaking full sentences…"r/Parentingh 05-29P02A04fear-comparisonneg0.73BRF-0017Pinned
VOC-0178"Am I doing enough? I have three girls 3.5, 2, and 8 months. I'm the stay at home parent, my husband works from about 7am to 5:30pm Monday…"r/Mommith 05-29P02P05A01fear-doing-enoughneg0.73BRF-0017Pinned
VOC-0185"My 20 month old knows all his letters and numbers 1-10. He can also count backwards from 5. He can start from the middle too and pick up…"r/beyondthebumph 05-29P01A11countable-masterypos0.73BRF-0011Pinned
VOC-0204"Don't say 'you're so smart' or 'show Grandma how you count to 100'. … Knowing the alphabet and counting to 100 is very advanced at age 2."r/ShitMomGroupsSayh 05-29P01A01social-policing evidenceneu0.73BRF-0014Pinned
VOC-0217"Bought this to keep my toddler entertained during a seven-hour road trip AND IT WORKED. Easy to set up quickly, stores away flat…"Amazon reviewh 05-29P06A03trigger-travelpos0.73Pin
VOC-0223"My 9months old baby loveeees it. We bring it to the flight and it helps him killed some time."MyFirstBook store reviewh 05-29P06A03pos0.73Pin
VOC-0231"We love this busy book! Screen free and quiet entertainment for hours!"TikTok @the.mctripletsh 05-29P05A02A03pos0.73BRF-0003Pinned
VOC-0238"I absolutely loveee this book for my 2 year old! So instead of screen time before bed we will be implementing this workbook 💚"TikTok caption (SERP)h 05-29P05A02NDP-05 evidencepos0.73BRF-0013Pinned
VOC-0246"it keeps my baby fully engaged for a long time, which gives me such valuable time to rest."MyFirstBook store reviewh 05-29A03dual-job proofpos0.73BRF-0016Pinned
VOC-0252"read somewhere that busy books are a great thing for toddlers and I've been seeing ads for wondertivity. anyone bought their busy books? … Did your kids like them?"r/toddlersh 05-29obj-will-it-workcompetitor: Wondertivityneu0.73BRF-0014 (objection slot)Pinned
VOC-0259"The quality is only okay - you have to punch out the pieces from a large felt sheet and the Velcro is not very sticky…"Coogam store reviewh 05-29competitor weaknessobj-qualityneg0.73Pin
VOC-0264"If you want to save money, you can make your own. DIY busy books can cost just $5, $10, or $20."busy-book review blogh 05-29obj-diy-priceA12neg0.73Pin
VOC-0270"Your kid will naturally show interest in letters, numbers, and reading when they are ready."r/Preschoolersh 05-29P07obj-academics-backfireA10neg0.73Pin
VOC-0281"So, my kid does know his colors and ABCs at two. He learned the entire alphabet (not like reciting his ABCs from rote learning but pointing out letters)" — thread: Mom guilt about teaching academics and milestonesr/toddlersh 05-29P01P02A01pride+guilt-goldpos0.73BRF-0001Pinned
VOC-0288"My 2 year old granddaughter speaks full sentences knows all her colors and shapes! Because of you Ms Rachel 🥰"YouTube commenth 05-29P04A09persona-goldpos0.73BRF-0014Pinned
VOC-0293"My 2.5 year old daughter loves these videos. She has a speech delay, and these videos absolutely have helped her."YouTube via HuffPosth 05-29NDP-02 evidenceno matching anglepos0.73Pin
VOC-0307"it never felt like a classroom setup. It's more just part of the room."r/ (Hadley customer)h 05-29obj-classroomcustomer-written rebuttalpos0.73Pin
VOC-0312"I need recommendations on what to buy to help teach my 3 year old letters/numbers... currently recognizes none of them."r/toddlersh 05-29P02A04trigger-panic-momentneg0.73BRF-0017Pinned
VOC-0319"It's about $40 bucks a month. I spend more than that if I go out for dinner." — on LoveveryYouTube (Lovevery review)h 05-29competitor: LoveveryA12 price anchorneu0.73A12 LP comparison modPinned
VOC-0324"I love that all of the pieces are attached so I don't have to worry about losing anything or choking."Little Cloudy review (competitor)h 05-29P06A08NDP-03 evidencepos0.73Pin
27 sampled rows of 2,644 — the live table paginates at 50/page and every chip is a registry-FK filter, so any slice (persona × objection × source × sentiment) is one query at any volume. Date column: "h 05-29" = harvest ingest date (post dates not captured by SERP harvest; recency weight uses post date when a pipe provides one, ingest date otherwise). Weight = e−days/90; the whole seed lane carries 0.73 at the Jun 26 scoring date, live-pipe rows spread 0.73–1.00. Live-pipe rows are excluded from this static preview — every quote shown is from the verified 05-29 harvest; representative rows carry counts, never invented verbatims. Pin sends a verbatim into the Brief Factory as a named evidence slot (the brief skeleton requires 5 VOC verbatims per concept) and writes the used-in-brief back-reference here — circulation is queryable in both directions, and an unpinned gold flag older than 30 days surfaces in the Wednesday curation pass.

Objection board

Rank = ICP source-of-truth ordering (frequency + lethality, purchase-context) real · coverage recomputed nightly from the creative ledger representative
#ObjectionBankCounterCoverage (live creatives / LP modules)Action
1Lost pieces (#1 busy-book killer)36 +28Attached/laminated pieces · posters = zero piecesLP02 claim-stack module live Jun 24 · 0 hook creatives by design — TST-0011: hook flat, LP read-through +9ptcovered at LP layer
2DIY / cheap / random-Amazon-brand40 +19Done-for-you + durability, never price · "the reputable one" is a stated unmet need0 liveA07 trust pin in BRF-0014 · concept queued
3Will my kid actually engage~30Kid-locked-in demo proof (attention = proof)partial — 186d demo runner livecountable-mastery proof ad queued (BRF-0011 lane)
4Too young / not ready11Set the age band honestly (3–5)copy guard, not creativerouted to Lifecycle — PDP/LP age-band module
5Academics backfire / purist pushback148*Safe-words: play-based, Montessori-inspired, follow the child — never drill/worksheetF-gate register guard in every briefstructural — monitor only
6Looks like a classroom<5Customer-written rebuttal exists: "never felt like a classroom setup" (VOC-0307)uncoveredLP03 aesthetics module — backlog
7Price vs Lovevery subscription40*One-time, yours-to-keep reframe (VOC-0319 anchor)retargeting only — A12 retreated after TST-0006 G2 killLP comparison module routed · no cold resurrection without new hypothesis
* shared keyword pool with the theme dashboard — board rank comes from purchase-context threads (the real ICP doc ordering), not raw counts. An objection is "covered" only while a creative or LP module tagged with its counter-angle is LIVE; a kill that strips coverage re-flags the row automatically the next morning. The board's standing lesson (TST-0011, logged to WP ledger): objection-handling converts as reassurance after the click, not as the scroll-stopper — coverage increasingly lives at the LP layer, hooks stay on the anxiety line.

Competitor panel

Own-account decode real · watchlist pulls Jun 20-21 representative
Own concept (400-ad Foreplay decode)Days liveCopiesLP
#1 Faith Kit For Toddlers A05/A0624048 under-suppliedLP01 /bible-9-reasons
#1 Learning & Play Kit (busy books) A03186187 saturated wrapper · freq 4.0-5.4LP02 /10-reasons
Magic Kit (handwriting) A04/A0611917PDP direct
#1 Educational Kit For Toddlers118111LP03 /head-start · LP04 /7-reasons
#1 Handwriting Kit For Kids5930PDP direct
#1 Bilingual Kit for Toddlers417PDP direct
Watchlist brandBankForeplay pull → days-live per angle
Wondertivity new-entrant alert Jun 191434 ads pulled Jun 20: longest 87d on travel-containment (A03-adjacent), 9 copies max — scaling, no faith lane, no authority wrapper repr.
Lovevery41118 ads pulled Jun 21: longest 412d brand-led subscription spot — the A12 price anchor; zero category-king claims repr.
Melissa & Doug12not pulled — legacy reputable-brand incumbent (A07 contrast), below alert threshold
Coogam9not pulled — Amazon-tier; velcro/quality complaints = Hadley proof point (VOC-0259)
Ms Rachel substitute, not competitor24n/a — the screen she swaps FROM; outcome-language goldmine (VOC-0288/0293)
New-entrant rule: any brand appearing ≥3 times in a 30-day bank window with purchase-intent language fires an alert + a credit-gated, cached Foreplay pull (1 credit/ad) — Wondertivity tripped it Jun 19 off "seeing ads for wondertivity" (VOC-0252) plus 13 live-pipe mentions. Competitor days-live feeds the V-component directly (0.15 × competitor longevity on the same angle). Pulls are never estimated: un-pulled brands show no longevity numbers.

New-dimension proposals

Recurring themes with no matching registry entry · auto-detected, human-approved at the monthly matrix audit (next: 2026-07-01) · append-only
Proposed (auto-detected) 3
NDP-03 · obj-safety (choking)
"I don't have to worry about losing anything or choking" — distinct from lost-pieces (safety, not money). Seed ×2, now ×9 with the review pipes repr.. Propose obj-safety registry row; pairs with travel trigger P06. Evidence VOC-0324.
objectionVOC ×9
NDP-05 · time-of-day scene tag
"Instead of screen time before bed" / "so early in the morning" — the swap is slot-specific. Propose a scene enum (morning / mealtime / bedtime / errand) on creative briefs, not a new angle. Evidence VOC-0142/0238.
schemaVOC ×9
NDP-06 · bilingual-household persona
Spanish-language requests recurring in TikTok Shop + review pipes (×11 repr.); the account already has a real Bilingual Kit running (41d, 7 copies, PDP-direct). A persona row would let the matrix score the lane instead of leaving it a stray SKU.
personadecode-backed
In monthly audit (Jul 1) 2
NDP-01 · busy-bag / restaurant-bag ritual → W11 pack-with-me
A named packing ritual moms already run ("toddler's busy bag/restaurant bag for screen free play on the go"). Seed ×7, ×19 with the TikTok pipe repr.. No wrapper covers the scene → propose W11 pack-with-me. Slots into existing behavior, not a new one — and rides the travel-theme spike.
wrapperVOC ×19
NDP-02 · speech-delay reassurance
Recurring outcome language in the Ms Rachel lane ("she has a speech delay, and these videos absolutely have helped"). F-gate review complete: recommend REJECT — medical-adjacent claim risk + Meta health-policy exposure on a faith-family account. Human call lands Jul 1; the verbatims stay in bank either way.
angleF-gate: recommend reject
Approved → appended 0 registry
NDP-04 · faith + grandparent source gaps shipped Jun 19 (ops lane)
Not a dimension — an ingest fix, so it shipped without waiting for the audit: faith-parenting + grandparent-gift query sets and Amazon gift-review mining added to the nightly harvest. Result: P04 0.3% → 7.9% of bank, P03 → 6.4% repr. — the EV move that confirmed GP×HEIR×HSK49 at queue position 1.
0 registry appends until the Jul 1 audit. Approvals append rows with stable ids; nothing is renamed or deleted (deprecated flag only), so every historical creative keeps a valid join forever.