An insight is a short statement taken from a meeting, call or support ticket that summarises a concept, need or request the speaker expressed, linked to the exact moment in the conversation it came from. Four/Four extracts insights automatically when a conversation is processed. The Insights page lets you search and filter all insights and turn a filtered set into a topic set.
Browsing insights
Search and filter all insights on the Insights page (see "Searching and filtering"). The summary row of insight, meeting, meeting duration and support case counts reflects what is currently showing and updates with your filters. Ask the Analyst questions the insights in view.
Select a statement to open Insight details. Hover over the statement and select the pencil icon to correct its wording. The video clip starts from roughly where the insight was captured, and Appears in topics lists up to six team topic sets that include it. The browser address includes the insight, so you can share it with a colleague. Labels work as filters.
Deleting an insight
Use the three-dot menu on a card and choose Delete insight. The insight is removed from every topic and its CRM records. This cannot be undone. To take it out of a single topic only, remove it from that topic.
Creating a topic set
A topic set groups the insights in view into topics. Search and filter to the insights you want to analyse first, for example open opportunities in one region. Create Topic Set is greyed out when no insights match your filters. In the window you choose:
Cluster insights into multiple topics (Four/Four discovers the topics) or Collect these insights into one topic.
For multiple topics, optionally switch on Pre-define topics you'd like to group insights into and add sample phrases of at least five characters, similar to the insights you want in each topic.
For a single topic with a search term, optionally switch on Generate comparison topics within the same filtered insights. This creates extra topics from the same segment, outside your search, so you can see where your topic ranks.
You are taken to the new topic set while it generates. It starts as a personal topic set. For multiple topics, use at least 50 insights for a good result and no more than 25,000 for best performance; narrow with filters.
Insight types
Which types you have depends on your business model and the conversations you bring in; only types present in your data appear in the Insight type filter. Selecting a type adds a filter for its categories.
Type | What it captures | Source or framework |
Jobs | A task the speaker is trying to achieve, written as "I want to do X so I can achieve Y" | Jobs To Be Done |
Solutions | An internal expert (such as a Sales Engineer or Solution Consultant) describing how your product meets a need | Internal participants |
Pain and Impact | Difficulties the prospect describes and the value of resolving them | SPICED |
Needs analysis | A prospect's immediate reaction to the value proposition, typically on a first call | Early-pipeline calls |
Activity | The reason for a support request and tasks completed in resolving it (sometimes called tasks) | Support tickets from a connected helpdesk |
Features | Requests for changes or enhancements to the product | All conversations |
Effort | Friction a customer pushed through, written as "I had to X in order to Y" | Customer Effort Score (Dixon et al., The Effortless Experience) |
Emotion | A situation tied to the feeling it produced, written as "X makes me feel Y" | Plutchik's Wheel of Emotions |
Value | A concrete benefit and the deeper value it gives, written as "I value X because it Y" | Bain & Company, Elements of Value |
Force | A factor pushing toward or holding back a decision to switch, written as "X is why Y" | Four Forces of Progress (Moesta & Christensen) |
Categories by type
Type | Category | Meaning |
Jobs | Sales | Part of the sales process, such as requesting pricing, understanding competitors or signing contracts |
Jobs | Non-functional | A job the speaker must perform, not necessarily through the product, such as driving adoption, preparing reports or satisfying IT and Security |
Jobs | Functional | A job the speaker expects the product to perform; specific to your offering |
Jobs | Deployment | Implementation, such as integrating with other systems, planning a rollout or training users |
Jobs | Uncategorized | Any other task the speaker needs to perform |
Solutions | Process | The customer can change a process on their side to use product functionality |
Solutions | Customize | The product can be customised to meet the need |
Solutions | Feature | Existing functionality meets the need |
Solutions | None | The product cannot meet the need |
Pain and Impact | Emotional | Pain or impact described in emotional terms |
Pain and Impact | Rational | Pain or impact described in rational terms |
Needs analysis | Undiscovered | The prospect does not see the value or does not think it applies to them |
Needs analysis | Discovered | The prospect agrees the proposition has value and applies to them |
Needs analysis | Intent | The prospect agrees and is actively seeking a solution |
Needs analysis | Unknown | Could not be determined, typically because the prospect did not engage, as in an unwanted cold call |
Features | Request | A direct request for a new feature or capability |
Features | Enhancement | Functionality the product partly has or could be configured to perform, but which needs improvement |
Features | Configuration | Additional configuration options needed |
Features | Service | Additional services or support, such as training |
Effort | Repeat contact | Contacted more than once about the same issue |
Effort | Channel switching | Had to move between channels, such as chat to phone |
Effort | Repeating information | Had to explain the issue or give the same details again |
Effort | Transfers | Passed between agents, teams or departments |
Effort | Emotional effort | Had to manage frustration, persistence or stress to be helped |
Emotion | Joy | Happiness, delight, satisfaction, gratitude, relief |
Emotion | Sadness | Disappointment, frustration at a loss, grief, regret |
Emotion | Trust | Confidence, reassurance, loyalty, feeling safe |
Emotion | Disgust | Distaste, contempt, feeling let down or repelled |
Emotion | Fear | Anxiety, worry, nervousness, apprehension |
Emotion | Anger | Frustration, annoyance, irritation, outrage |
Emotion | Anticipation | Interest, expectation, hope, eagerness, curiosity |
Emotion | Surprise | Astonishment, being caught off guard, amazement |
Value | Functional | Helps accomplish a practical task: saving time, reducing cost or risk, simplifying a process |
Value | Emotional | Changes how the customer feels: reduced anxiety, reward, nostalgia, wellness |
Value | Life-changing | Lasting improvement to the customer's life: hope, self-actualisation, belonging |
Value | Social impact | Helps the customer benefit others or society |
Force | Push | Dissatisfaction or friction with the present situation |
Force | Pull | The appeal of a specific new capability or outcome |
Force | Anxiety | A specific fear or uncertainty about whether the change will work |
Force | Habit | Comfort, investment or attachment to the present way of working |
Using the types
Solutions show how the product was presented as meeting a need, which helps customer success and product teams, and can support consistency training across consultants.
Pain and Impact in emotional versus rational terms shows marketing teams the language customers use to describe their difficulties.
Effort insights help customer success and support teams find friction to remove.
Emotion insights show which situations drive joy, frustration or anxiety.
Value insights show which benefits customers care about, in their own words.
Force insights are useful for renewal and churn risk, since a switch happens only when forces driving change outweigh those resisting it.
Permissions
You see only the insights your role allows you to read: those from conversations you took part in, your groups, or everyone. The summary row on the Insights page reflects only those insights.
Action | Permission |
Label an insight | Permission to apply labels |
Edit the statement, delete an insight | Permission to manage insights. Without it, Delete insight is not offered. |
Create a topic set | Permission to create topic sets |
Video clip | Permission to play the recording |
Open a shared insight link | Access to the insight |