In practice
It covers competitor moves, industry direction and wider market sentiment. It helps you see the context customers are responding to, including changes they haven't yet raised directly.
VoM sits inside the wider ambient layer. Ambient signal can also include patterns emerging from your own continuously monitored channels, not only public market information.
Why it matters for product builders
Customer requests don't appear in isolation. Market context can explain why a need suddenly shows up across several accounts and whether it is likely to grow.