The product section

What the product section captures

The product section is research's record of what you actually sell. The Product Breakdown module produces it, building on the brand scrape that reads your website. Together they capture the product's features, what each feature does for a buyer, and the exact language your own site already uses to describe it.

Why it connects to the brand scrape

The brand scrape runs against your project's landing page, and the Brand Intelligence chapter covers it in full. The product section reuses that scrape as a starting point, then goes deeper on the specifics. This is why a project with a real website URL produces a far stronger product section than one built from a short typed description. A tailor who measured you makes a better suit than one who guessed your size from a text message, and the URL is the measurement. If the product section looks thin, check that the project has a landing page set, then re-run the brand scrape first.

What it grounds

Almost everything downstream leans on this section. When a static ad names a concrete benefit instead of a vague claim, or a video script mentions a real feature, that specificity usually traces straight back here. It is the difference between copy that could belong to any brand and copy that could only be about yours.

Like the other four, you can re-run the product section on its own from the Sources page after you update the product, without disturbing market, competitors, or avatar.