Research

Market Research & User Interviews

For UXR, product, and strategy teams. Surfaces JTBD signals, recurring themes across interviews, and quotable verbatims with timestamps for stakeholder reports.

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Insights per recording

Categories extracted

The insight schema

Every recording produces values for every key below, with verbatim evidence quotes and timestamps.

Participant

6 keys

· role
· seniority
· team_size
· industry
· tools_used
· tenure

Jobs To Be Done

5 keys

· jtbd_statement
· trigger
· desired_outcome
· success_metric
· workaround_today

Pains

7 keys

· pain_theme
· pain_frequency
· pain_severity
· pain_quote
· emotional_descriptor
· time_lost_estimate
· money_lost_estimate

Gains

4 keys

· gain_theme
· gain_quote
· aha_moment
· delight_signal

Behavior

5 keys

· current_workflow
· handoffs
· tools_in_workflow
· frequency_of_task
· collaboration_pattern

Wants

5 keys

· feature_wishlist
· ideal_solution_described
· willingness_to_pay
· price_anchor_mentioned
· switching_cost

Competitive

4 keys

· alternatives_mentioned
· why_switched
· why_stayed
· comparison_quotes

Verbatims

5 keys

· highlight_quote_1
· highlight_quote_2
· highlight_quote_3
· contrarian_quote
· quote_for_marketing

Segment Signals

4 keys

· persona_signal
· icp_fit
· disqualifier
· next_recruit_criteria

Researcher Quality

4 keys

· leading_question_flag
· interrupted_participant
· skipped_probe
· strong_probe_used

Additional Observations

10 keys

· key_decision_made
· unexpected_revelation
· question_left_unanswered
· commitment_pending
· ambiguity_to_clarify
· action_item_owner
· action_item_due
· best_moment_quote
· worst_moment_quote
· overall_recommendation