Extract customer insights from interviews and online sources

This skill uncovers what customers actually think, feel, say, and struggle with, so positioning, product, and copy stay grounded in reality rather than assumption. It runs in two modes, often combined. Mode 1 analyzes existing research assets - interview and sales-call transcripts, surveys, support tickets, win/loss and churn notes, and NPS responses - extracting per-asset-type signals: transcripts for pains, triggers, desired outcomes, objections, and alternatives; surveys segmented before drawing conclusions, flagging conflicts between open-ended and multiple-choice answers; support tickets categorized as bugs, confusion, missing features, or expectation mismatches before analysis; win/loss notes segmented by reason rather than averaged together; and NPS scores paired with verbatims, weighting passives and detractors more heavily for improvement work. A six-part extraction framework pulls jobs to be done across functional, emotional, and social dimensions, pain points prioritizing unprompted and emotionally charged mentions, trigger events, desired outcomes captured as exact quotes rather than paraphrases, customer vocabulary as copy gold, and alternatives considered. Synthesis clusters themes across assets, scores them by frequency and intensity, segments by customer profile, extracts five to ten representative quotes per theme, and flags contradictions between stated and revealed preference. Quality guardrails require labeling every insight's confidence level based on how many independent sources support it, weighting recent sources from the last twelve months more heavily, correcting for known sample biases such as online reviewers skewing toward power users, and never building personas or messaging conclusions from fewer than five independent data points per segment.

Mode 2 gathers intel from online communities where customers speak unfiltered, matching source type to the ICP - Reddit, G2, Hacker News, and LinkedIn for B2B SaaS; Reddit, Indie Hackers, and Product Hunt for SMB founders; subreddits, Stack Overflow, and Discord for developers; app store reviews and social comments for B2C; and LinkedIn, analyst reports, and job postings for enterprise - with a companion source-guide reference for per-platform search operators. A quick decision guide routes specific needs, such as using G2 or Capterra for a known product category, SparkToro for audience discovery, Reddit or YouTube for raw language, and LinkedIn posts or Hacker News threads for trigger events. Every extracted piece captures its source, an exact verbatim quote, context, sentiment, a theme tag, and profile signals, synthesized into a ranked-themes template with frequency, intensity, representative quotes, and implications.

Persona generation only happens once five to ten consistent-segment data points exist, following a structured template covering profile, primary job to be done, trigger events, top pains, desired outcomes, objections, alternatives, key vocabulary, and how to reach them - explicitly avoiding cute naming, averaging across segments, or inventing unsupported details, and revisiting personas quarterly as they decay. Deliverable formats include a research synthesis report, a voice-of-customer quote bank organized by theme, one to three persona documents, a jobs-to-be-done map, a competitive intelligence summary, and a research gap analysis, confirmed with the user before generating.

Use it when conducting, analyzing, or synthesizing customer research - interviews, surveys, support tickets, reviews, or community sentiment - for messaging, personas, product gaps, or churn understanding.

Given raw research assets or a target ICP to research online, it produces confidence-labeled theme syntheses, verbatim quote banks, personas, jobs-to-be-done maps, or competitive intelligence summaries per the user's requested deliverable.

Online research sources such as Reddit, G2 and Capterra, Hacker News, LinkedIn, SparkToro, and app store reviews, with a companion source-guide reference, plus related skills for copywriting, conversion rate optimization, competitor comparison pages, churn prevention, ads, cold email, prospecting, content strategy, and marketing plans.

Marketers and product teams who need messaging, personas, or product decisions grounded in real customer language and validated confidence levels rather than assumptions or a handful of anecdotes.