AI-Generated Insights

For every completed interview, Koji automatically generates a set of AI-powered insights that summarize the key takeaways. Instead of reading through entire transcripts, you can quickly scan themes, sentiment, notable quotes, and findings to understand what each participant shared.

What You Get Per Interview

Each completed interview produces several types of analysis:

Themes

Koji identifies the main topics and themes discussed during the interview. These aren't just keywords — they're conceptual categories that capture what the participant was really talking about. For example, rather than just tagging "onboarding," Koji might identify a theme like "frustration with initial setup complexity."

Themes are extracted based on the substance of the conversation, not just word frequency. If a participant spends significant time discussing a topic, shares emotional reactions, or provides detailed examples, that topic becomes a theme.

Sentiment Analysis

For each interview, Koji evaluates the overall emotional tone of the participant's responses. This goes beyond simple positive/negative classification to capture nuance:

• Overall sentiment: The general emotional direction of the conversation
• Sentiment shifts: Points where the participant's tone changed — for example, moving from frustration to enthusiasm when discussing a specific feature
• Intensity: How strongly the participant felt about different topics

Sentiment data is particularly valuable when you're evaluating user satisfaction, identifying pain points, or measuring reactions to specific product concepts.

Key Quotes

Koji highlights the most significant quotes from each interview — the moments where participants said something particularly insightful, vivid, or representative. These quotes are selected based on:

• Relevance to your research objectives
• Specificity — concrete examples and personal experiences over vague statements
• Emotional weight — moments of strong feeling that reveal true attitudes
• Uniqueness — perspectives or framings you might not have anticipated

Key quotes are invaluable when building presentations, writing reports, or making the case for product decisions. Nothing is more persuasive than a customer's own words.

Key Findings

Beyond themes and quotes, Koji synthesizes the interview into actionable findings — concise statements about what the participant revealed. These might include:

• Pain points the participant experiences
• Unmet needs or desires
• Behavioral patterns described by the participant
• Comparisons to competitors or alternatives
• Suggestions or feature requests

According to research from the Baymard Institute, synthesized qualitative findings are the foundation of evidence-based product decisions, with teams using structured insight frameworks reporting more confident prioritization of product improvements.

How to Access Insights

1. Navigate to your study's results page Open the study from your dashboard and go to the results tab.

2. Select a completed interview Click on any interview card. The transcript opens alongside the AI-generated insights panel.

3. Review the insights panel Themes, sentiment, key quotes, and findings appear in an organized panel next to the transcript. You can review the AI analysis while referencing the original conversation.

Using Insights to Inform Decisions

Individual interview insights are powerful, but they become transformative when you look across multiple interviews:

Spot Patterns Early

After just three or four interviews, start checking whether the same themes appear across different participants. When unrelated people independently raise the same issue, you've found a strong signal. Koji helps by tracking themes and patterns across all interviews in a study.

Prioritize by Sentiment

Not all themes are equally urgent. If participants discuss a topic with strong negative sentiment and high intensity, that's likely a more pressing issue than one mentioned casually. Use sentiment data to rank the importance of your findings.

Build Evidence with Quotes

When presenting findings to stakeholders, abstract summaries often fall flat. Key quotes bring research to life. Use the highlighted quotes from your insights to create compelling evidence for your recommendations. A direct participant quote carries more weight than a researcher's interpretation.

Triangulate Findings

Combine insights across interviews to build confidence. A finding supported by quotes from five different participants is much stronger than one from a single interview. Koji's research reports do this triangulation automatically, but you can also do it manually as you review individual insights.

Tips & Best Practices

• Review insights before reading full transcripts: Insights give you a roadmap for each interview. If a theme catches your eye, jump to the relevant section of the transcript for full context.

• Look for contradictions: When two participants express opposing views on the same topic, that's often where the most interesting insights hide. Contradictions can reveal different user segments, contexts, or needs.

• Don't ignore outliers: A theme that appears in only one interview might still be valuable. Sometimes the most innovative insights come from a single participant who sees things differently.

• Combine AI insights with your domain expertise: Koji's AI provides a thorough, unbiased first pass at the data. But you bring context the AI doesn't have — your knowledge of business strategy, technical constraints, and market dynamics. The best research outcomes happen when AI analysis meets human judgment.

User research expert Steve Portigal notes that the most valuable insights often emerge not from what participants explicitly state, but from the gap between what they say and what they do — context that human researchers are uniquely equipped to identify.

Key Things to Know

• Insights are generated for every completed interview, regardless of quality score. However, higher-quality interviews naturally produce richer, more detailed insights.
• Insights are generated automatically — you don't need to trigger them. They're ready within seconds of an interview completing.
• Insights don't replace transcripts — they complement them. Always reference the original transcript when you need full context or exact wording.

Related Articles

• Understanding Quality Scores — How interview quality affects the insights you receive
• Generating Research Reports — Aggregate insights across all interviews into a research report
• Understanding Themes & Patterns — How Koji identifies recurring themes across multiple interviews

Frequently Asked Questions

Q: Can I edit or override AI-generated insights? A: Insights are generated automatically and cannot be manually edited. This preserves objectivity. You can, however, add your own interpretations when building reports or presentations.

Q: How quickly are insights generated after an interview? A: Insights are typically available within seconds of an interview completing. You can refresh the results page to see them appear.

Q: Are insights available on all plans? A: Yes, AI-generated insights per interview are available on every plan, including the Free tier. Aggregate reports across all interviews require a Starter plan or above.

Q: What if the AI misidentifies a theme? A: AI analysis is highly accurate but not infallible. Always cross-reference insights with the original transcript. If a theme seems off, the transcript will reveal whether the AI misinterpreted context or whether there's genuine nuance worth exploring.

Q: Do insights improve as more interviews are completed? A: Individual interview insights are generated independently. However, cross-interview analysis — like theme frequency and pattern detection — naturally becomes more robust with more data points.