AUD-002 · Audience and Journey

Treat funnel modifiers as heuristics

• Baseline
• IF
• OR
• THEN
• ELSE

The decision

• IF
  • a word such as how, best, review, price, or buy suggests a journey stage
• THEN
  • use it as a hypothesis and verify the actual task and result set
• ELSE
  • infer stage from the full query, context, and behavior

Primary metric

intent-classification accuracy

Guardrail

stage stereotyping

Reason

Makes the decision explicit, measurable, and reversible where possible.

LAKA levels

• Baseline

Operators

• IF
• OR
• THEN
• ELSE

Governs gates

• distinct task

Source

04-IF-ELSE-AND-OR-RULEBOOK.md — AUD-002 — Treat funnel modifiers as heuristics

The other eleven rules in Audience and Journey

• AUD-001 Require an audience-task pair IF a candidate query cannot be mapped to a plausible audience and task Baseline
• AUD-003 Model the funnel as a graph IF journey analysis assumes every user enters at awareness and moves linearly Structural
• AUD-004 Use adjacent next actions IF the proposed CTA requires substantially more trust or commitment than the current task supports Minor
• AUD-005 Split materially different audience needs IF two audience segments require different evidence, terminology, constraints, or offers Major
• AUD-006 Include accessibility conditions IF the task depends on visual, motor, auditory, cognitive, or assistive-technology access Major
• AUD-007 Require real local distinctness IF a geography modifier is proposed as a separate page Structural
• AUD-008 Localize, do not merely translate IF language or country versions differ in terminology, regulation, inventory, currency, or user expectations Major
• AUD-009 Account for device context IF device changes task conditions or interface needs Minor
• AUD-010 Match evidence to urgency IF the user has high urgency or high perceived risk Major
• AUD-011 Explicitly exclude wrong audiences IF queries attract jobs, students, freebie seekers, unsupported geographies, or unrelated senses Baseline
• AUD-012 Build post-purchase search pathways IF customers search for setup, use, troubleshooting, maintenance, renewal, or complementary products Major