The Insights Report is Typeform’s AI-powered synthesis of your partial and completed research study sessions. It surfaces themes, patterns, and supporting quotes so you don’t need to read every transcript.
You’ll find the following sections on the Insights tab:
- Executive summary: high-level synthesis
- Study highlights: notable video and voice clips
- Results deep dive: question-by-question breakdown with charts and thematic analysis
For more information on your individual Sessions data, check out our Research Flow Sessions article.
If you’re interested in Typeform’s Research Flow, please reach out to our Sales team.
What are progressive insights?
The Insights page of your Research Study results shows progressive insights, which means that these insights can be populated before data collection for your study has been completed. The report updates as more completed sessions come in.
Here’s how progressive insights work in practice:
- Each completed session is processed and incorporated into an aggregate analysis
- The report reflects the completed sessions included in the last automatic generation or manual refresh of the page
- The Insights tab indicates the session count and last updated time of your sessions
Here’s why progressive insights matter for your data collection:
- It allows you to spot early patterns in your results
- It allows you to make real-time adjustments before spending your participant recruitment credit
- It allows you to share early findings with stakeholders
Here are some of the caveats of collecting progressive insights:
- Early insights may shift with more data collection
- Early session count might be misleading (for example, results based on 5 or 50 responses can be different)
- You need to make sure to refresh regularly to have up-to-date information as sessions accumulate
Where to find your Insights
- After sharing your research study, head to the Results tab to check for new responses.
- Note that the Results tab won’t become available until you’ve published your study. Click Share in the top right to publish it.
- On the Results page, select the Insights tab.
Executive summary
On the Insights tab, you’ll first see an AI-generated Executive summary of your research study that is updated when you refresh the Insights page.
The Executive summary is a concise AI-written narrative of the most important findings across your research study sessions with the following information:
- Key findings (typically 3–5)
- Supporting evidence (quotes/data)
- Overall narrative tied to your research goal
The Executive summary is best used for the following:
- Get an overview of responses before diving into the details of individual responses
- Share with stakeholders as a quick read
- Use as a draft base for a formal research report
Study highlights
If your research study has collected some voice or video responses, you’ll also see some voice or video clips showing highlights of your study next to the Executive summary.
You can use these study highlights for the following:
- Get a quick sense-check of the quality and tone of your sessions
- Share short clips of highlight reels with stakeholders
- Use these highlights to make findings more memorable than slides alone
Highlight reels are AI-curated collections of notable video/voice clips from all sessions, shown in the Study highlights section of your Insights. These short clips are selected from your responses for their relevance, emotional resonance, and strength of response.
You can click the play button on a highlight reel to watch a highlight clip from a session…
…click the Copy full quote icon to copy the text of the quote highlighted from the response…
…or click the full transcript icon to read the full transcript of the selected response.
This will take you to the Sessions section of your responses, where you can analyze each full-length individual response to your research study.
You can also click the download icon next to an individual clip to download the audio or video file of an individual highlight clip…
…or click Download reel to download all clips in a single highlight reel file. This file will be downloaded in MP4 format.
Note that the reel downloaded here contains clips of the AI-generated highlights, not full-length audio or video responses. You can download full-length responses in the Sessions section of the Results page.
How to use the Refresh button
Refreshing the Insights page triggers the re-analysis of all sessions and updates the Executive summary, Results deep dive, and other sections on the Results page with the latest data collected.
We recommend refreshing the Insights page at the following times:
- After a meaningful batch of new sessions has been collected
- When verifying that patterns identified early in the data collection process still hold
- At the end of data collection, when preparing for the final report of the study
You can refresh your Results Insights by clicking Refresh near the top of the report. You can also see the last time the page has been refreshed next to the Refresh button.
Processing may take a few minutes depending on the session count of new sessions submitted to your research study.
Here’s what changes after you click the Refresh button:
- Executive summary will be rewritten
- Results deep dive themes and charts will be updated
- New highlights may be added to your Study highlights
- Session count and the timestamp on the Results page will be updated
Tips: You don’t need to refresh your results constantly. During active data collection, refreshing your results page once a day is usually enough for up-to-date insights.
Results deep dive
Results deep dive breaks down your results question by question, showing what participants answered and what patterns emerged from their responses.
To find your Results deep dive, scroll past the Executive summary and Study highlights on the Insights report page.
Different types of research questions are displayed in the following ways in your Results deep dive:
- Multiple choice: bar chart distributions across participants
- Open text: topic analysis and representative quotes
- Quote highlights: standout quotes that support themes
Your Results deep dive can best be used for the following:
- Use charts to quickly understand preferences
- Understand the “why” behind answers with the help of themes and quotes
- Pull quotes as evidence for your reports
- Cross-reference with the Executive summary for supporting detail
Tip: If you have many questions in your study, start analyzing those that are most central to your research goal.
Analyzing your Results deep dive
In the Results deep dive section, you can view each question in your study, and under Top insights, you’ll see an AI-generated analysis of the top insights of answers to both the initial Research question…
…and the follow-up questions asked based on people’s responses (if you’ve had them enabled).
You can also click Filters to narrow down your analysis to a specific group based on your filtering criteria.
For example, you can select a specific research question and an answer to that question from your study to dig deeper into the behavior of participants who gave that specific answer.
You can view the response distribution of your closed-ended questions in a table…
…horizontal chart…
…and vertical chart view…
…and you can also switch between numbers and percentages while analyzing these responses.
Topic and sentiment analysis
Topic and sentiment analysis automatically identifies key topics participants have discussed and the sentiment (positive/negative/neutral) associated with each topic.
For open-text questions, AI will do the following:
- Read responses across completed sessions
- Extract recurring topics and themes from those sessions
- Assign a sentiment to each topic based on language
- Surface topics, sentiment, and supporting quotes in the Deep dive section
Here’s how you can best use topic and sentiment analysis to analyze your study:
- You can map what participants talk about without having to read everything
- You can identify strengths (positive sentiment) and pain points (negative sentiment)
- You can compare patterns across segments (using screener-based filters)
Under the Follow-ups tab, you’ll see the sentiment breakdown of the top topics related to each question, and you can read the AI-powered analysis of your Top insights.
You’ll also see the color-coded distribution of responses to follow-up questions, showing how many respondents expressed Positive, Negative, Neutral, or Mixed sentiment about the topic.
Scroll down to view your Highlights by topic with the top highlights of each topic, and read the top 3 quotes about that topic from your respondents. Each quote also shows the color-coded sentiment associated with that quote.
You can click View all mentions to open all of the sessions that mentioned a specific topic, or click Watch video under a quote to watch the video associated with that quote.
Clicking View all mentions will open all video responses mentioned in the topic. Here, you can click Copy quote to copy the highlighted quote, or View session transcript to open the full transcript of that session.
Click to learn more about viewing and analyzing your individual sessions in our Sessions article.