Themes with evidence
Each interview is transcribed. Across the whole set, Moderators surfaces the themes and attaches the supporting quotes, so a slide in your deck can point to the sentences behind it. Reviewers can open the transcript and check.
Consumer Insights Tools for Teams That Need the Why
Consumer insights tools should tell you why people buy, switch or stay, not only how many do. Moderators lets an insights team send one link to its own customers, have an AI moderator interview each one by chat or voice, and read themes backed by the customers' own words within days instead of a quarter.
Try to export last month's report. Say what you are thinking.
I expected it under Reports, so I am looking there.
What made you look there first?
The menu says Reports, and I assumed exports live there.
Quote from the interview
“I would recommend it, once someone else has set it up.”
The gap between data and reasons
Dashboards and surveys show what happened and how many. They are poor at explaining why, because a rating scale cannot say what the person had in mind. Insights teams know this and still fall back on surveys, since open-ended interviews at volume used to be too slow and expensive.
What changes at volume
When interviews cost cents of limit instead of hours of a moderator, a team can ask fifty buyers the same open questions and compare. Patterns that hide in five interviews become visible in fifty, and one-off stories stop passing as trends.
Common studies
- Purchase decision interviews, asking buyers to walk through how they chose and what nearly changed their mind.
- Switching and loyalty interviews with people who moved to another product and people who stayed.
- Brand and message reactions, where participants read a description and say what they understood.
- Voice of customer reads across a segment each quarter. For this angle see voice of customer software.
- Open-ended follow-ups for people who gave a low score in a satisfaction survey you already ran.
An example that scales
Suppose you want to know why repeat buyers drift away after the second order. You describe the group, review the draft guide and send the link to a list of lapsed repeat buyers from your own records. After a few days you read the themes and the quotes behind each, and you can see which reasons repeat across dozens of people.
Keeping a library
On the Scale plan, a findings repository keeps past studies searchable, so the team can see what customers said six months ago before commissioning a new study. For teams building a standing read on customers, the customer insights platform page describes this workflow.
Voice for richer answers
Voice interviews capture tone and detail that typing flattens. Use chat when you want breadth and voice when you want stories. The AI moderated interviews page explains how both modes work.
Be clear about the sample
You invite your own customers and contacts. Moderators does not supply a representative consumer panel, so the findings describe the people you reach, not the general population. This suits studies about your own buyers and users. If you need a panel of strangers, recruit it elsewhere and send the link to that group.
Data handling
Your interview data stays yours and is not used to train models. The security page covers access, retention and how deletion works.
Plan math
Team is $249 per month, or $124.50 per month billed annually, with 400 chat interviews and 300 voice minutes. At the monthly price, $249 divided by 400 chat interviews is about 62 cents per interview at the limit. Scale is $599 per month with 1,000 chat interviews and 750 voice minutes, about 60 cents per chat interview at the limit. Enterprise is $1,499 per month with 2,500 chat interviews, 1,800 voice minutes, SSO, roles, an SLA, invoices and data retention controls, for organizations that need those. Limits do not carry over between periods. See pricing to compare.
Replace one survey with a conversation
Pick a question your last survey could not answer. Write it, send the link to the people who gave the surprising scores and read the reasons this week. For other teams using the same approach, browse the user research use cases.