Every interview is more than a transcript — it’s a story about a person’s life, problems, and choices.
The real goal of discovery isn’t just collecting quotes, but understanding your customer as a whole human being.

Why This Matters

When you truly know your customer, you can:

• See what frustrates them most

• Spot the workarounds and habits they rely on

• Understand their priorities (what they care about deeply vs. what’s just “nice to have”)

• Speak in their own language so your message resonates

How the Platform Helps You Do This

Of course, pulling all this from a raw transcript can be overwhelming.
That’s where our analysis tools step in:

• Meta Analysis highlights the most important parts of an interview — the quotes, the themes, and the subtle hints (implicit insights) that reveal how your customer really thinks and feels.

• Note Analysis works the same way for written notes or observations, so even quick field notes or feedback from a report can help you build a richer picture of your customer.

Together, these tools don’t just save you time — they help you notice details you might have missed and connect them directly to your hypotheses.

The Result

Instead of looking at scattered quotes, you build a clear, evidence-based picture of your customer:

• What they want

• What frustrates them

• How they make decisions

• What they’ll likely value in your solution

This is what it really means to “know your customer” — and it’s the foundation for making every next step in discovery meaningful.