An insight is a short, self-contained statement extracted from a conversation, written so you do not need to open the transcript to understand it. Names are removed from insight text, and every insight links back to its conversation. You filter, label and edit insights, group them into topic sets, and ask the Analyst about them.
How extraction works
A conversation is captured and, if needed, transcribed.
Four/Four checks the conversation is worth analysing. Very short conversations, ones with a single participant, and ones where nobody from your side (your internal email domains) took part can be skipped.
Using the conversation's purpose (for example Sales, Support or Customer success), Four/Four extracts the insight types that suit it, plus a summary. A support conversation is analysed differently from a sales call.
Insights appear under Insights and on the conversation's insights tab.
Processing uses your plan's analysis hours or case allowance (see Plans, trial and usage). Your company description in Settings > Company is used as background so statements make sense for your business.
Insight types
The types you see depend on how your workspace is set up. Business-to-business workspaces focus on the first five; workspaces set up for consumer customers focus on the last four. Your Four/Four team can tell you which applies.
Type | What it captures | Sub-types |
Jobs to be done | What the customer is trying to achieve, written as "I want to... when... so that I can..." | Functional (a specific feature), Non-functional (an overall ask), Deployment (rollout, customisation, project management), Sales (deciding to buy, learning the product, contracts) |
Pain and impact | Pains, challenges and frustrations that brought the customer to you (Pain), and business or personal outcomes your product could affect (Impact) | Each marked Emotional or Rational. Rational examples: cash flow, costly mistakes, revenue, cost |
Needs analysis | A short hand-off note from a sales conversation on what the prospect needs | Undiscovered Need (challenges they are unaware of or ignoring), Discovered Need (already addressing them), Buying Intent (actively researching solutions) |
Solutions | What your team offered in response to a requirement | Feature (works as is), Customization (can be configured), Process (works if the customer changes process), or no fit |
Features | Functionality the customer wants, written for product teams | Feature Request (does not exist), Feature Enhancement (exists, needs improving), Configuration Feature (needs more options), Service Feature (support or training that would help) |
Forces of progress | Why a customer is moving toward or away from a change such as adopting, renewing or leaving | Push (frustration with the current situation) and Pull (appeal of a new capability) encourage change; Anxiety (fear it will not work) and Habit (comfort with the existing way) resist it |
Emotion | A concrete situation paired with the feeling it caused, for example "Being kept on hold for forty minutes makes me feel angry." | Eight primary emotions: joy, trust, fear, surprise, sadness, disgust, anger, anticipation |
Customer effort | Friction the customer endured to get something done, for example "I had to call back four times to get a duplicate charge refunded." | Driver: repeat contact, channel switching, repeating information, transfers, emotional effort |
Value | What the customer values about the product and why | Four tiers: Functional (saves time, reduces cost, reduces effort), Emotional (reduces anxiety, fun, design), Life-changing (hope, belonging, self-actualisation), Social impact |
Summaries and actions
Each processed conversation also gets a summary suited to its purpose. Support conversations also get follow-up actions.
Editing and removing insights
You can change an insight's text or delete it from the Insights page or the conversation. Deleting all insights for a conversation is available from the conversation's menu.
Things to know
The number of insights per conversation varies with its length, how much was discussed and its purpose, since each purpose looks for different types.
Outliers are insights that did not fit into any topic when you generated a topic set.
Permissions
Changing or deleting an insight, on the Insights page or in the conversation, depends on your role.