Customer interviews are key to successful product discovery. By talking directly to users, you learn about their needs, preferences, and challenges. Then, you can use these insights to shape your product strategy and roadmap — leading to better products and business outcomes.
Use interviews in Aha! Discovery to streamline the customer interview process and track all the insights you need to build lovable products.
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Interviews overview
An interview is a record type in Aha! Discovery that represents a real interview with one or more participants. An interview also links directly to a single study.
Navigate to Studies -> Interviews to see all interviews in a workspace, which you can filter by time frame. You can also access an interview from any study or participant it is linked to.
Interview records feature three functional sections: the Overview tab, the Details view, and the Highlights side panel. Here, researchers can capture comprehensive data about the interview.
Overview tab
Use the Overview tab to record high-level information about an interview at any time.
Researchers will capture most of this information while preparing the interview:
Status: Status options that denote the interview's stage
Study: The study the interview is linked to
Researchers: Users in your account who are linked to the interview
When: The date and time an interview will take place
Mode: How the interview is conducted (such as via video, phone, or in person)
Interview type: The type of insights the researchers are seeking with the interview (such as competitive understanding, market assessment, or initiative validation)
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Meeting link: The external meeting URL
Note: If the meeting host is integrated with Zoom or Microsoft Teams, you can generate a meeting link from here.
Meeting host: The interview's host. Researchers who have integrated with Zoom or Microsoft Teams will be available as options (available in Aha! Discovery Advanced).
Participants: Participants (individual contacts) who are added to the interview. Only participants that are added to the interview's linked study can be added to the interview.
Thumbnail: (Optional) An image that represents the interview
Details view
The interview record's details view is where you can capture everything about the interview both during and after it. You can also highlight and save key insights from your interview from this area — either manually or with the AI assistant. Click Details at the top of an interview record to see this view.The left side of the Details view is where you capture the main details of the interview.
Transcript: Upload a transcript here manually or through the Zoom or Microsoft Teams integration (available with the Aha! Discovery Advanced plan.) If you did not record the interview or you do not have a transcript, you can use this area to record notes from the interview.
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Participants: Map interview participants using the names in an interview's transcript. This helps you display each name properly and connect the interview with a participant's contact record.
Note: The AI assistant uses these mappings to know which parts of a transcript to analyze. The AI assistant excludes researchers from analysis.
Answers: See all highlighted answers in the interview transcript.
Report: Build a report from an interview's highlighted insights.
AI assistant: Use the AI assistant to summarize a transcript, analyze it for sentiment, pull key quotes, or analyze learnings (available in Aha! Discovery Advanced).
Highlights panel
The Highlights side panel is located on the right side of your Details view. All highlighted insights populate here. Select All to see every highlight captured in the transcript or select Summary, Learnings, Quotes, Answers, or Links to see only those insights.
When insights save to the Highlights panel, you can use them in interview- and study-level insight reports.
Add an interview
Create a new interview record to prepare for an interview, or to capture key details after an interview takes place. From the Interviews page:
Click Add interview.
Enter a Name for the interview and select the interview's Type. These fields are required. If this is the only information you have at this time, you can click Create interview to save it now.
Select the Researchers in your account who will conduct or analyze the interview.
Choose one or more Participants.
Next to When, enter the date and time the interview will take place.
Select an interview Mode.
Select a Study to link the interview to.
Click Create interview.
The interview's details page will open. If the interview has already taken place or you are ready to conduct the interview now, you can begin capturing details here.
Add the script
If you are not using a third-party meeting service like Zoom or Microsoft Teams (available in Aha! Discovery Advanced) and you would like to take notes in Aha! Discovery during an interview, you can open the interview's Details view and click Add script. When you do, the interview questions configured in the linked study's Script section will be added to your interview, along with a place to take notes after each question.
Upload a transcript
If an interview's meeting host has integrated with Zoom or Microsoft Teams (available in Aha! Discovery Advanced) and recorded the interview, both the transcript and video will automatically upload after the meeting ends.
But if you are not integrated with a third-party meeting application, you can still upload a transcript or video to an interview record. When you upload a transcript, you can then highlight key insights or run AI-assisted transcript analysis — so you can save the most useful insights you learned from the interview.
You must upload videos and transcripts separately:
Click Upload transcript to upload your transcript's VTT, DOC or DOCX file. Once uploaded, the transcript will display in the Details view.
Click Upload video to upload an MP4 file. Once uploaded, the video will load in the Details view and you can play the video directly from your interview.
Highlight key insights
Save insights manually
Analyze your transcript to highlight key insights gained from an interview. Highlight text where you want to point out a specific insight. Then, select an insight type from the toolbar. The highlighted insight will appear in the Highlights side panel, where you can add additional context.
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Summarize with AI Use AI to summarize the highlighted text. |
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Learning Distill what you learned during the interview. |
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Quote Save key participant quotes. |
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Answer Identify the answers to your interview questions, then select the question from the study's script to link it to. |
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Record link Link text in a transcript to a specific record in your Aha! Roadmaps or Aha! Ideas account. If you are using Aha! Discovery as a standalone product, you will not have this option. |
Use the AI assistant
Get a head start on transcript analysis with help from the AI assistant (available in Aha! Discovery Advanced). Use it to summarize a transcript, analyze a participant's sentiment, identify key customer quotes, and identify learnings.
Read more about AI-assisted transcript analysis in our knowledge base.