We use field notes to:
Some pieces are practical. Some are more reflective. All are written to be useful to people doing the work, not just talking about it.
Many teams still plan and measure as if the main decision happens on their website.
In reality, AI summaries, rich snippets and other zero click results are now doing a large share of that work before anyone arrives.
A contaminated lettuce sample appeared to confirm an outbreak investigation. Then the positive result was withdrawn. What followed is a useful lesson for experimenters: a test result can fail without automatically disproving the wider hypothesis.
