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Customer and employee insights
Understand more. Improve what matters.
Why does the customer hesitate? What gets in the team’s way? Let customers and employees speak through AI-led interviews. Get clearer evidence for your next decision.
Ask the follow-up that brings out a richer answer.
From answers to decisions
One offer. Two perspectives.
A gym signs up fewer new members than expected. Is price the obstacle, are the terms unclear or does the team need more support? Start by listening.
Fictional interview example · Gyms and fitness
“It felt too expensive.”
An initial answer does not always explain the hesitation. A follow-up gives the person room to elaborate.
What the follow-up reveals
Here, the price objection includes uncertainty about the commitment and fitting exercise into daily life.
AI interviewer
Tell me about when you considered joining. What happened?
Visitor
I liked the gym, but it felt too expensive. So I wanted to think about it.
AI interviewer
What made it feel too expensive?
Visitor
I work shifts. I wasn’t sure how often I could go, and I didn’t want to commit for a whole year.
AI interviewer
How did you find the information about the membership?
Visitor
They explained what was included. But I didn’t understand whether there was a more flexible option.
“They often ask about price.”
The employee’s experience sheds light on another part of the situation: what happens in the conversation and what support is missing.
What the follow-up reveals
Here, the employee describes two needs: clearer terms and support in exploring the visitor’s situation.
AI interviewer
Tell me about a time when a visitor hesitated about joining.
Employee
Someone thought it was expensive. I hear that quite often, so I explained everything included.
AI interviewer
What happened after you explained it?
Employee
They asked whether they could pause the membership. I wasn’t sure, so I said I would check with my manager.
AI interviewer
What would have helped you in that conversation?
Employee
Clearer information about the terms. And practicing how to ask about the person’s plans before presenting the membership.
A hypothesis to explore
More than a question of price?
These two accounts raise a question to explore in further interviews. If the pattern recurs, you can choose a more targeted response.
Clarify the offer
Make flexibility, commitment and pause terms easier to understand.
Support the conversation
Let the team practice exploring daily routines and needs before recommending.
Follow the change
Listen for remaining questions and track changes in your own membership data.
What do you need to understand?
Start with a question that affects a real decision. Here are a few examples from customer-facing businesses.
Retail
Why do customers leave without buying?
- Who can shed light on this?
- Ask customers what they needed to make a choice. Ask employees where the conversation got stuck.
- What the answers can help you choose
- Clarify product information, review the range or practice helping customers compare.
Hotels and restaurants
What makes a guest want to return?
- Who can shed light on this?
- Let guests describe a visit that stood out. Ask the team what made it possible.
- What the answers can help you choose
- Build on valued ways of working and remove barriers to giving more guests the same care.
Physical therapy and rehab
Where does arranging a first visit get difficult?
- Who can shed light on this?
- Explore patients’ experience of booking and information before the visit. Ask reception staff about recurring questions.
- What the answers can help you choose
- Improve booking and information about next steps. Keep questions focused on the service experience without asking for medical details.
New employees
What is missing for people to work independently?
- Who can shed light on this?
- Let new colleagues describe when they need help. Ask mentors which questions keep coming up.
- What the answers can help you choose
- Prioritize clearer procedures, better support at work or practice for difficult situations.
Hear from more people. Without holding every interview.
Bring interviews together in a Study. You define the question, AI interviews and summarizes. You review the findings and decide how to use them.
Less coordination. More understanding.
AI conducts the interviews. You choose what comes next.
You do not have to schedule and conduct every conversation yourself. Focus your time on the right questions, review and the next decision.
Choose a question.
Decide which decision the answers should inform. Choose participants, topics and a realistic interview length. Test the questions before sending invitations.
Invite people to talk.
Each participant gets a personal link. The AI interviewer follows your topics and asks follow-up questions. Explain the purpose and how answers will be used.
Review what you learn.
Create a summary with themes and selected quotes. Read them in context and explore differences and missing voices too.
Choose the next improvement.
Clarify an offer, change a procedure or give the team better support. If practice is the right response, use the findings to plan it.
Findings you can use
Better answers should lead somewhere.
Do more than count responses. Follow what you learn, the decision it informs and what you do with it.
Understand what is behind it
Read themes and quotes in context. Compare similarities, differences and missing perspectives.
Popscale and your follow-upChoose a clear action
Document what you want to change and why. Sometimes you need more information before moving forward.
Your follow-up at workSee what the change does
Close the loop with participants. Follow up with new questions and relevant measures from your business.
Your follow-up at work
How to assess the quality of the evidence
Review who responded and whose voices are missing. Read quotes in context and distinguish participants’ accounts from your own interpretations. More quotes do not mean more participants.
Interviews help you understand experiences. To assess how common something is, you also need a considered sample and sometimes other data. Keep customer and employee perspectives distinct when drawing conclusions.
Common questions
Good to know before you start.
What do interviews add if we already use surveys?
A survey can show what people think. An interview gives them room to explain. The AI interviewer follows up and asks for examples within your chosen topics. Use conversations to explore the experience behind a rating or a canceled membership, for example.
Is this the same as analyzing real customer interactions?
No. The findings are based on what invited participants tell you. This is not automatic recording or observation of conversations in your business.
Can we interview both customers and employees?
Yes. Choose questions that fit each group and the decision you need to make. Different groups can shed light on the same problem from different angles, but should not be mixed as if they all answered the same question.
How does this connect to practice in Popscale?
Studies has its own report. It helps you understand what needs to change. If practice is the right response, use the findings to plan exercises or a Journey. You select and connect the pieces; interviews do not automatically create a training program.
Can participants answer anonymously?
Studies has an anonymous mode that hides direct identity details and raw transcripts in results review. Quotes and context may still make a person recognizable. Decide the approach beforehand and tell participants how their answers will be used.
How long should an interview be?
Start with the question you want to answer. Choose a few clear topics and leave room for follow-ups. Test the interview before sending invitations and give participants a realistic time estimate.
Book a demo
Which question needs a better answer?
We show how interviews and findings work in a demo and discuss your needs. You do not need to prepare an interview guide.
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