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.
Experiments can clarify decisions or just create more noise. This note looks at what happens when teams run tests without a shared model of behaviour, and how to get back to experiments that actually help.
