Asking keyword questions

Phrase data you need as questions you would ask a researcher

Keyword questions on Tactic enable you to do simple things like scraping keywords matches on the company website (e.g. “powered by Wordpress”), all the way to fancy things like asking natural language questions (e.g. “What is the mission statement?”)

You start by entering a keyword into the box. There are a couple of things to bear in mind:

  • All words you enter will be matched
  • The words you enter will be close by, but not necessarily in the same order. For example, putting “digital transformation” will match “transforming our business digitally”.
  • If you want an exact match, surround the keyword with braces, like "digital transformation"

Question Types

P.S. - All searches are case insensitive
Question type
Common use
Keyword match
basic search, icludes variations of the keyword - e.g pay, paying, paid, payment,etc
Exact mentions of
Won't search for variations of the keywords
How many
Will reject answers that don't have some numeric form in them - e.g "the company has 30 employees"
How much
Will reject answers that don't have some numeric form in them - e.g "the company has a revenue of one million"
net zero
Will reject answers that don't have some form of date in them e.g. 2030
Does company use
Name of competitor/partner/technology
Are company
Subsidiary of (X company name)
Why company
"Why did {company} announce layoffs?"
Have company
hired new CEO (position)
What is
our vision/goal/mission
What are
same as above, added for grammtical correctness
List the
competitors/ partners/ locations
Where are
headquarters/ offices
Will reject answers that do not contain some form of location
Who is
CEO, CFO, etc (position)
Will reject answers that do not contain some person entity or name in them.

Content Sources

The more specific the content source, the better the results
Content source
Search that covers all of the sources bellow
On the company website
Searches for information only on the company website (the domain provided in the account tab)
On the Internet
Searches all over the internet except the company website
PDF on the company website
Same as On the company website but for PDF's
PDF on the Internet
Same as On the Internet but for PDF's
Homepage button
A button on the company website
Annual Reports
Searches for information specifically in an Annual report everywhere (all)
In a Job post
Seaches for a keyword specifically in a job post offer everywhere (all)
On specific website
Searches for keywords in a specific website that the user can manually put in the designated spot (eg techrunch)


  1. Go into the Keywords tab.
  2. If you click Add Search Term, or click existing search terms to edit them, a box appears with a search bar.
  3. Enter your search term in the bar, e.g. 'blockchain regulation', and use the other drop-down boxes to configure the type of the question, the source of the content, and optionally assign the search term to a group.
  4. Hit the green check to save this search term.

Group feature

✅ The group function is for your own ease of use; results will be organised by keyword group on your Results tab.

✅ As you’re setting your keyword searches, type in the group bar your own reference to organise your search terms, e.g. if your search term is 'solar panels;, you might want to group the search within 'eco-engineering'. This will differentiate this search to one for 'bridge planning', which you may group under a 'civic engineering' group.


Smart search

When you enter multiple keywords into the search bar, e.g. 'solar panels', any insight that matches at least 'solar' or 'panels' will be returned.

For some Tactic applications, this isn’t sophisticated enough, so use punctuation to refine your keyword search terms:


✅ Surround a phrase by double quotes to find only results that contain it verbatim. This is called an exact query and your insights will show the phrase as written within its surrounding text.

"artificial intelligence"

✅ A proximity query allows the keywords in the phrase to be further apart or in a different order. By putting the phrase in double quotes with a tilde and a number, we find any insight that contains all of the words within the double quotes, with a certain amount of words allowed between them. The below example will find insights where 'DevOps' and 'security' are found with a maximum of five words between them.

"devops security"~5‌

✅ Include a + to enforce the inclusion of a keyword. Include a - to exclude results containing the word. You can do this to finesse a keyword phrase that could be either misleading or have irrelevant results, e.g. if you want to find results about blockchain that discuss regulation, but do not discuss GDPR specifically:

blockchain +regulation -GDPR‌