Research a channel decision

Choose where and how to operate from evidence, fit, and capacity—not popularity.

Define the decision

Name the product, audience, outcome, candidate channels, time horizon, operator capacity, and what would change the choice. A channel audit without a decision becomes a fact dump.

Keep evidence types separate

Collect and label:

• owned/account performance with source, window, sample, and comparable format;
• operator-supplied experience and constraints;
• current primary platform documentation and policy;
• current observed examples or manual sampling;
• third-party benchmarks with population and comparability;
• inference and unknowns.