Direction × Intensity
The polarity and strength of a conversation, read platform by platform — not just whether people are talking, but which way the talk is leaning, and how hard.
PILLAR 01
The market speaks constantly —
we make it legible
Public digital environments are live data labs. HKM's Data Mining practice extracts, structures, and scores the honest conversation — what people say to each other, not to the brand — and converts it into intelligence a decision-maker can act on before the dashboard moves.
DIRECTORY — WHO ARE YOU · WHAT PAIN POINT ARE YOU FACING
Agency, creator, SME, or institution — "what is trending in my category?"
C1 · PLATFORM-SPECIFIC SOCIAL-MEDIA REPORT →Consumer brand — "hear the conversation before revenue dips"
C2 · PHYSICAL PRODUCT ALL-ROUNDED ANALYSIS →SaaS or app — "why are users leaving?"
C3 · SAAS PRODUCT ALL-ROUNDED ANALYSIS →Institution — "is this narrative backed by real capital?"
C4 · SENTIMENT & MONEY FLOW DISCREPANCY →Retail or property — "strong buzz, weak footfall"
C5 · OCR TRAFFIC ANALYSIS →High-frequency publisher — "what is the algorithm rewarding today?"
C6 · MEME TRACKER →CORE METRICS
SENTIMENT
DOMINANT EMOTION
What the crowd actually feels
Beyond positive or negative: the specific emotion carrying a topic — excitement, anxiety, ridicule, trust. The same volume behaves entirely differently under different emotions.
VOLUME SCORE
(Mentions ÷ Post Pool) × 100
Raw mention count normalised against the total post pool, so a spike means genuine share of conversation — not just a louder day on the platform.
GROWTH VELOCITY
Δ Volume, week on week
The week-on-week change in Volume Score — the burst factor. Velocity separates a topic that is arriving from one that has already peaked.
THE PRODUCT LINE
Six instruments. One engine
Each instrument reads the same signal engine through a different lens — platform, product, capital, space, or frequency.
C1
Social-Media Report (PSSR)
What is trending in your category, platform by platform — for agencies, creators, SME owners, and institutions. Four configurations, one engine.
READ MORE → C2Physical Product Analysis
For consumer brands: market monitoring, SKU-level competitive benchmarks, and revenue-ranked churn diagnostics — before the dip shows in sales.
READ MORE → C3SaaS Product Analysis
What your users say when they are not talking to you — churn signal three to seven days early, feature benchmarks, MRR-ranked retention fixes.
READ MORE → C4 · INSTITUTIONALSentiment & Money Flow Discrepancy Indicator
What the crowd says versus what capital-backed probability markets price — the structured divergence, read through Polymarket. Decision infrastructure, never investment advice.
READ MORE → C5OCR Traffic Analysis
For retail and property: connect social momentum to footfall and conversion, diagnose the discovery-to-door gap, and map movement inside the space.
READ MORE → C6Meme Tracker
What the algorithm is rewarding right now. One page, ranked by signal strength, on your desk before nine — no signal older than 48 hours.
READ MORE →SAMPLE OUTPUTS
What lands on the desk
Redacted pages from live deliverables across the six instruments — the format, density, and discipline of an HKM brief, shown rather than described.
All samples redacted. Client identities and live readings never leave an engagement.
HOW WE OPERATE
Five layers —
Three iron rules
Every engagement moves through a disciplined front-to-back architecture. Structure first: if it is not in a Research Brief, it does not exist. Boundary clarity: no layer reaches across without a formal handoff. Version control: responsibility is traceable — confusion is not a defence.
Client
Structured intake. No brief is drafted until the questionnaire is complete.
Intake
Questionnaire becomes a formal Research Brief under dual sign-off.
Engine
Data acquisition and scoring. Structured packages only — no narrative.
Analysis
AI accelerates; the analyst authors. Judgement prevails over machine output — always.
Output
Reviewed against the brief, version-stamped, released only on written instruction.
Every deliverable closes with The Mill Alpha — a strategic directive authored and signed by an HKM analyst, answering one question: what should you do differently next period
Full methodology — the four core metrics, validation disciplines, and the flagship indices — is published in Research & Updates →