A product manager opens a folder of customer text replies on a Friday afternoon, scrolling past the one-word thumbs up messages to find the handful of comments that actually explain why a feature isn't landing. Sorting through those replies by hand to spot a pattern takes hours that a small team rarely has spare.

Squad is a product strategy tool built around business and customer needs, and its Create Insights action turns data in any text-based format into a structured insight the team can act on, rather than a message that gets read once and forgotten. Feeding it real customer replies means the insight library grows from actual conversations instead of assumptions made in a planning meeting. That distinction matters more as the volume of replies grows past what any one person can read end to end.

Connected to Mobile Message through Zapier, every reply someone sends back to a text conversation, the Inbound SMS Received trigger, can be sent straight into Squad as a new insight, so a comment about pricing or a complaint about delivery times reaches the product team the same day it was typed, rather than weeks later during a review of old messages.