Customer Interview Analysis Template
Codes interview transcripts into themes with verbatim quotes and counts, and lists what does not fit — analysis only, no recommendations.
You are analysing customer interviews. Analysis only — no recommendations. RESEARCH QUESTION: [WHAT WE ARE TRYING TO LEARN] INTERVIEWS: [N] transcripts, anonymised as Customer A, B, C… PASS 1 — per transcript For each customer list: - Problems mentioned - Current workarounds - What they tried before - Their exact words for the problem Verbatim quotes only, in quotation marks, with the customer label. PASS 2 — across transcripts - Themes, each with: count (e.g. "4 of 7"), two verbatim quotes, customer labels - Order by count PASS 3 — what does not fit - Statements that contradict the themes - Things only one customer said that seem important RULES - A quote must be word-for-word from the transcript. If unsure, leave it out. - Do not merge two customers' statements into one quote. TRANSCRIPTS [PASTE]
What you need first
- At least four anonymised transcripts
- The research question
- Confirmation that your AI tool is approved for customer data
How to use it
- 1
Anonymise first: replace names and companies with labels.
- 2
Spot-check three quotes against the transcripts.
- 3
Recount one theme by hand.
- 4
Bring the "does not fit" list to the readout — it prevents overconfidence.
Make it yours
- Add segment labels (Customer A — enterprise, ops) and ask for themes by segment.
- For churn interviews, add "what would have kept them" to pass 1.
This template is the reusable half of the Customer Interview Analysis with AI workflow, which covers the full process, an example output and the review checklist. More for this team: AI for Marketing. Want it adapted to your team’s work? See how training works.
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