Public discussions can reveal the questions a product page does not answer. Use them as research, with the source and context retained.
Record the thread URL, date, relevant concern and what the speaker actually said. Do not turn a comment into a testimonial, imply endorsement or invent a review to make the funnel feel more convincing. A vocal thread is not a representative market sample.
Check whether the product can support the answer before writing the ad or page. Sometimes the useful response is a factual comparison, a limitation, a clearer use case or a missing support explanation.
Test whether a substantiated answer helps the actual buyer. Measure qualified behavior and completed orders, retaining the comparison and other changes rather than assuming research activity caused a lift.
Take the idea further
Review the VOC evidence