Customer interview synthesis
Turn interview transcripts into evidence-backed themes, jobs-to-be-done statements and opportunities, with quotes and counts rather than vibes.
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1Extract per interview
Run once per transcript (or a few at a time). Remove names and identifying details first.
Research goal: {{research_goal}} Product or area: {{product}} For the interview transcript(s) below, extract for each participant (label P1, P2, ...): - Context: role, situation, how they handle the problem today - Pains: with verbatim quotes - Goals and desired outcomes: with verbatim quotes - Triggers: what made them look for a solution - Workarounds and current tools - Surprises: anything that contradicts what we expected Only record what was said. Mark your interpretations with [INTERPRETATION]. Transcripts: {{transcripts}}2Synthesise across interviews
Counts keep you honest: a vivid quote from one person is not a theme.
Using all the extractions above, identify themes. For each theme: a name written as an insight ("Freelancers delay invoicing because they fear awkward conversations"), how many participants support it (list IDs), 2-3 strongest quotes, and counter-evidence from any participant. Order themes by number of participants. Then write 3-5 jobs-to-be-done statements in the form "When [situation], I want to [motivation], so I can [outcome]."3Turn themes into opportunities
Share the output with the team and decide what to test next.
For the top themes, propose opportunities: what we could build, change or say. For each give the evidence strength (number of participants), the riskiest assumption, and the cheapest way to test it. Also list open questions that need more interviews.
Example input
8 anonymised interviews with freelancers about invoicing.
Example output
Theme 1: "Invoicing is delayed until the work feels 'finished enough' to justify the price" — 6 of 8 (P1, P2, P4, P5, P7, P8) "I don't send it until I'm sure they're happy." (P4) Counter-evidence: P3 invoices upfront for every project. JTBD: When I finish a project milestone, I want to bill without it feeling like a confrontation, so I can get paid on time and keep the relationship.
Troubleshooting
- Themes are too generic: ask for themes that would surprise the team, with evidence.
Known limitations
- Small samples show what exists, not how common it is in your market.
- Remove personal data and follow your consent terms before using third-party AI tools.