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Understand customers
What made the customer confident in their choice? What made them hesitate? Explore the experience behind a purchase, a departure or a recurring question.
“What made you decide to wait?”Understand interactions
Studies
Understand more. Make better decisions.
Capture customer experiences and employee expertise through AI-led interviews. Get closer to what needs to change and what already works, without conducting every conversation yourself.
STUDIES IN PRACTICE
One store. Different perspectives.
A store wants to understand why some customers hesitate between two stand mixers. Is it the price, the information or the advice? Here we follow employees’ perspectives, from the interview to a possible next step.
Fictional example · retail
The question starts it. The follow-up adds context.
Interviews are the conversations within a Study. You choose what to understand. The AI interviewer follows your topics and asks participants to expand on their answers with concrete examples.
Crop of the participant view · sample data
Interviewer speaking
Topic 1 of 3
When customers compare
Tell me about a recent customer interaction where someone compared the two stand mixers. What happened?
Read the example conversation
Transcript
Secondary review material for checking exact conversation context.
Follow the path from a question to evidence for your next decision.
INTERVIEWS · THE CONVERSATIONS IN STUDIES
More people get a voice. You do not have to schedule every call.
Each participant receives a personal link and can respond when it suits them. The AI interviewer leads the conversation and asks follow-up questions. You focus on choosing the right questions, reviewing the responses and deciding what comes next.
- Customers, employees or retail partners
- Your topics, concrete examples and relevant follow-ups
- Individual results and an aggregate report
WHAT DO YOU NEED TO UNDERSTAND?
Listen where the answers are.
Understand everyday work
Where does the team get stuck? Find out whether knowledge, routines or working conditions need to change, for example after a product launch.
“Tell me about the last time the new way of working was difficult to use.”Make change stick
Capture expertise
What do experienced colleagues do that others could learn from? Capture their examples, rules of thumb and working practices before that knowledge leaves with them.
“Can you describe a customer interaction that went particularly well and what you did?”Capture expertise
FROM QUESTION TO EVIDENCE
Start with a decision you need to make.
Set the purpose
Choose who you need to hear from and what to understand. Focus your topics so the interview leaves room for real examples, not just quick opinions.
Review and invite
Build the interview yourself, with a connected AI assistant or with our help. Test the questions, choose languages and identity settings, then publish a reviewed version before inviting people.
Read and decide
Follow participation and request an analysis once responses are available. Check findings against the evidence and look for differences. A new analysis can include further interviews as they arrive.
INSIGHT IS THE BEGINNING
The next step is not always more training.
It might be clearer product information, a simpler routine or a better way of working. Studies gives you evidence to help choose. You can use it entirely on its own.
When training is the right response, reviewed insights can inform Knowledge and a Journey. You choose what to use and approve the content. Nothing is transferred or published automatically.
See how to create a Journey
Questions about Studies
Good to know before you begin.
What is the difference between Studies and Interviews?
A Study brings together the purpose, interview structure, participants and report. Interviews are the AI-led conversations that collect responses. We describe them together here because they belong to the same workflow.
How is this different from a survey?
Participants speak in their own words, and the interviewer can ask for clarification and concrete examples. This adds context to the response. Combine interviews with surveys when you want to understand both why something happens and how widespread it is.
Can customers and external partners take part?
Yes. You can invite both internal members and external contacts using personal links. Explain the purpose, what you want participants to discuss and how their responses will be used.
Can we use multiple languages?
Yes. Choose and review the language versions before publishing the interview. The report can be produced in a selected language. Check important wording and quotes in context.
How do anonymised responses work?
You choose identity settings before inviting people. Anonymised results hide direct identifiers and raw transcripts. Summaries and reviewed quotes may still contain recognisable details, and contact information may remain in the invitation list. Review both the design and access settings before promising participants anonymity.
Do we need to review the AI analysis?
Yes. AI can miss nuance or draw conclusions that go too far. Review findings, quotes and differences between responses. Where transcripts are available, they can support checking; they are not available in anonymised results and are subject to retention rules. Your sample and business knowledge remain essential to the decision.
Do we also need Journeys?
No. Studies can be used independently for customer insights, operational improvement or capturing practical expertise. If you want to create training, first review which evidence should inform a Journey.
How do we get started and what does it cost?
Start with a focused purpose and a relevant group of participants. Build the interview yourself, with a connected AI assistant or with help from Popscale. Cost depends on the setup and usage. In the demo we discuss what fits your needs, without requiring a large project from day one.
Book a demo
What do you need to understand before moving forward?
We’ll show you Studies in a demo and discuss your question, the perspectives you need and the decision the findings should inform. There’s no need to prepare any material.