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  "id": "expert-lens-brief",
  "name": "Research Brief",
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  "category": "Data & Reports",
  "description": "A one-screen brief that opens with what changed since the last one, so a returning reader knows immediately whether to keep reading.",
  "layout": "A \"since last time\" band, then a two-column body where the left is the finding and the right is a stack of small charts, each captioned with its own one-line reading.",
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      "key": "delta",
      "name": "Since last time",
      "html": "\n<div class=\"dl\"><span class=\"dl-k\">Since brief 14</span><ul><li class=\"up\">Adoption in the enterprise segment rose 6 points, reversing two quarters of decline.</li><li class=\"down\">Trial-to-paid fell to 11.2%, the lowest recorded.</li><li>No change in churn, which remains the strongest signal in the series.</li></ul></div>"
    },
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      "key": "finding",
      "name": "Finding",
      "html": "\n<article class=\"fd\">\n  <h1>Trials are converting worse and the cause is upstream</h1>\n  <p class=\"lede\">The drop is not in the trial experience. It is in who is starting trials at all.</p>\n  <p>Segmenting starts by source shows the decline is entirely within self-serve traffic from a single referral partner, whose audience does not match the product. Excluding that source, conversion is flat at 14.8%.</p>\n  <p>The recommendation is to stop treating this as a conversion problem. The trial funnel is doing what it did last quarter; the input changed.</p>\n  <h2>What we would need to be wrong</h2>\n  <p>If the excluded source were converting at its historical rate elsewhere, the argument fails. It is not — that cohort converts at 3.1% on every surface we can measure.</p>\n</article>"
    },
    {
      "key": "charts",
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      "html": "\n<aside class=\"ch\">\n  <figure><figcaption>Trial-to-paid, all sources</figcaption><svg viewBox=\"0 0 120 44\" preserveAspectRatio=\"none\" aria-hidden=\"true\"><polyline points=\"0,10 20,12 40,11 60,16 80,22 100,28 120,32\"/></svg><p>Six-quarter decline, accelerating.</p></figure>\n  <figure><figcaption>Trial-to-paid, excluding partner</figcaption><svg viewBox=\"0 0 120 44\" preserveAspectRatio=\"none\" aria-hidden=\"true\"><polyline class=\"ok\" points=\"0,16 20,15 40,17 60,15 80,16 100,15 120,16\"/></svg><p>Flat. This is the real series.</p></figure>\n  <figure><figcaption>Trial starts by source</figcaption><div class=\"stack\"><i style=\"height:64%\"></i><i style=\"height:72%\"></i><i style=\"height:81%\"></i><i style=\"height:93%\"></i><i class=\"bad\" style=\"height:100%\"></i></div><p>Partner share grew to 41% of starts.</p></figure>\n</aside>"
    }
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  "meta": {
    "id": "expert-lens-brief",
    "model": "Claude Opus 5",
    "author": "Claude Code",
    "createdAt": "2026-08-29T18:34:32+09:00",
    "updatedAt": "2026-08-29T18:34:32+09:00",
    "version": "1.0.0",
    "isNew": false
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  "structure": "A \"since last time\" band, then a two-column body where the left is the finding and the right is a stack of small charts, each captioned with its own one-line reading.",
  "html": "<div class=\"dz dz-expert-lens-brief\" data-design=\"expert-lens-brief\" data-theme=\"expert-lens\">\n<section class=\"dz-mod\" data-mod=\"delta\" aria-label=\"Since last time\">\n<div class=\"dl\"><span class=\"dl-k\">Since brief 14</span><ul><li class=\"up\">Adoption in the enterprise segment rose 6 points, reversing two quarters of decline.</li><li class=\"down\">Trial-to-paid fell to 11.2%, the lowest recorded.</li><li>No change in churn, which remains the strongest signal in the series.</li></ul></div></section><div class=\"cols\"><section class=\"dz-mod\" data-mod=\"finding\" aria-label=\"Finding\">\n<article class=\"fd\">\n  <h1>Trials are converting worse and the cause is upstream</h1>\n  <p class=\"lede\">The drop is not in the trial experience. It is in who is starting trials at all.</p>\n  <p>Segmenting starts by source shows the decline is entirely within self-serve traffic from a single referral partner, whose audience does not match the product. Excluding that source, conversion is flat at 14.8%.</p>\n  <p>The recommendation is to stop treating this as a conversion problem. The trial funnel is doing what it did last quarter; the input changed.</p>\n  <h2>What we would need to be wrong</h2>\n  <p>If the excluded source were converting at its historical rate elsewhere, the argument fails. It is not — that cohort converts at 3.1% on every surface we can measure.</p>\n</article></section><section class=\"dz-mod\" data-mod=\"charts\" aria-label=\"Chart stack\">\n<aside class=\"ch\">\n  <figure><figcaption>Trial-to-paid, all sources</figcaption><svg viewBox=\"0 0 120 44\" preserveAspectRatio=\"none\" aria-hidden=\"true\"><polyline points=\"0,10 20,12 40,11 60,16 80,22 100,28 120,32\"/></svg><p>Six-quarter decline, accelerating.</p></figure>\n  <figure><figcaption>Trial-to-paid, excluding partner</figcaption><svg viewBox=\"0 0 120 44\" preserveAspectRatio=\"none\" aria-hidden=\"true\"><polyline class=\"ok\" points=\"0,16 20,15 40,17 60,15 80,16 100,15 120,16\"/></svg><p>Flat. This is the real series.</p></figure>\n  <figure><figcaption>Trial starts by source</figcaption><div class=\"stack\"><i style=\"height:64%\"></i><i style=\"height:72%\"></i><i style=\"height:81%\"></i><i style=\"height:93%\"></i><i class=\"bad\" style=\"height:100%\"></i></div><p>Partner share grew to 41% of starts.</p></figure>\n</aside></section></div>\n</div>",
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