Analyze: How do I create insights?

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After the interview is conducted, transcribed, and edited it is available for analysis in Buyer Analysis, accessed from the Analyze module.

Buyer Analysis is where you can distill interviews into concise, robust insights with an emphasis on identifying actionable intelligence. Insights written in Buyer Analysis are used throughout the Dashboard, so solid insights are the foundation of a successful program.

In This Article:



  1. Select Research.
  2. Select Analyze.


  1. Hover over or highlight the interview you want to analyze and click on the green analyze icon to open the Buyer Analysis view.


Creating an Insight

  1. By default, All is selected on the question toggle in the left panel.


  1. Select the Insights tab, in the right-hand panel.


  1. In the right-hand panel, select New Buyer Insight or New Vendor Insight.
    • Buyer Insights focus on the trigger events, buying process, and the buyer’s role, responsibilities, and key challenges.
    • Vendor Insights identify advantages and disadvantages for vendors on topics such as solution, sales efforts, company perception, marketing activity, pricing, and value.

Note: Vendor Insights can be about a competitor or the client.


  1. A new insight item is created.


  1. For Vendor Insights, select which Vendor the insight is about.


  1. For Vendor Insights, select the Classification of the insight.
    • The classification indicates whether the insight is an advantage, disadvantage, or other for the vendor.

Note: The below image is showing the classifications for a win loss program, classifications will be different for customer experience programs.


  1. Select the Impact of the insight.
    • Impact indicates what impact the insight had on the outcome of the deal or the quality of experience.


  1. Select the Attributes for the insight. You can click in the box to see the menu of choices or start typing to see options that match your search term.
    • Attributes indicate what the insight is about. Although, you can select as many attributes as necessary, it is strongly recommended to select the single best attribute.

Note: All attributes fall into a category. Attributes are grouped by their category and the category is shown in the right side of the control. In the example below, Buyer is the category for the attributes shown in the control.


  1. Next, write your insight statement.

Note: Use the Remaining characters counter to see if your insight is under the 300-character recommendation.


Linking Evidence to an Insight

  1. Finally, select the responses, statements, and ratings that support your insight.
  2. In the left-hand panel use the search for a term, use the jump to list, or scroll to find the applicable question.


  1. If the entire response is needed to support your insight, then check the box next to the question.


  1. If only part of the response is needed to support your insight, then click the applicable part of the response.


  1. For open-ended responses, if only part of the response applies, check the box next to the question.


  1. Highlight the portion of the response you want to link and click the pencil icon.


  1. The bubble next to the insight will change to green when evidence is linked.


  1. Click Save.


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