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The Customer Insights dashboard looks across every completed poll on your team and groups what respondents keep saying into themes. Each theme links back to the exact responses behind it, so you can see not just what customers keep telling you, but the evidence for it. Unlike the AI Insights report, which summarizes a single poll’s results, Customer Insights works across your whole polling history. It surfaces patterns that only become visible when the same feedback shows up in poll after poll.

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Where to find it

Customer Insights is available to teams with semantic search turned on for their account. If your team has access, Insights appears in the sidebar of your dashboard, right after Reports, with a New badge. Click it to open your team’s latest analysis. Don’t see Insights? Your team may not have semantic search turned on yet. Contact support to ask about enabling it.

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When your first analysis runs

Your first analysis starts once your team reaches a minimum of three completed polls. Until then, the Insights page shows how many completed polls you have and how many the first analysis needs. A few things to know while you’re getting there:
  • Only completed polls count. Polls still in progress count once they finish.
  • The analysis runs automatically as soon as a poll completes and your team is at the minimum. There’s nothing to enable or schedule.
  • More open-ended questions produce stronger themes, because themes are built from what respondents write in their own words.
After the first run, the analysis keeps refreshing automatically as more polls complete. The page header shows how many responses the analysis read and when it was last refreshed.

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How themes are organized

Every theme is a recurring idea the analysis found in your respondents’ written feedback, assigned to one of eight topics: Product quality, Value and pricing, Ease of use, Features and functionality, Customer support, Trust and safety, Brand and positioning, and Other. The Insights page is a board that sorts your themes into three columns by how they’re moving:
  • Rising – mentions are up 25% or more in the last three months compared with the three months before. The fastest-growing themes come first.
  • Steady – mentions are within 25% either way of the prior three months. New themes with no earlier mentions to compare against also sit here, marked new.
  • Fading – mentions are down 25% or more, or the theme has gone quiet. Themes that have faded, with little said about them in the last six months, go at the end of this column.
Each theme card shows its mention count, how many polls it appears in, its change versus the prior three months, and a six-month trend. Each column shows up to seven cards. Click Show N more to see the rest. Use these controls to narrow the board:
  • Topic tabs – filter the board to one topic. Each tab shows how many themes it has. Pick All themes to see everything.
  • Search – filter themes by title or description from the Search themes box in the page header.
  • How it works – toggle a short explanation of where themes come from and how the columns are calculated.
On a phone or small screen, the board shows one column at a time. Use the column switch above the board to move between Rising, Steady, and Fading.

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Digging into a theme

Click a theme card to open the theme on its own page. The page has its own link, so you can bookmark it or share it with your team. It shows:
  • Breadcrumb – links back to the Insights board and shows the theme’s topic.
  • What changed – a banner summarizing the theme’s trend versus the prior three months, its mentions last month compared with the month before, and how many polls it appears in.
  • Suggested questions – questions you can ask PickFu AI about this theme in one click.
  • Evidence from respondents – the responses behind the theme, each with a link to the poll it came from.
  • Where this theme shows up – the share of the theme’s evidence by the poll it came from, so you can trace feedback back to specific tests.
  • Related themes – other themes connected to this one. Click one to open its page.
Use Follow-up survey to start a new poll based on the theme. Open the menu next to it and click Copy link to copy a link to the theme.

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Explore a theme with AI

Theme chat happens in the Ask PickFu side rail, the same PickFu AI chatbot you’ll find elsewhere in PickFu. Click a suggested question on a theme’s page, or open the rail and type your own. While you’re on a theme’s page, the rail shows a Context label with the theme’s name. PickFu AI answers using the actual responses behind that theme, not your account in general. A few things to know:
  • Conversations are scoped per theme. Your earlier conversations about a theme are still there when you come back to its page.
  • If the analysis refreshes during a conversation, the chat shows a divider noting that the theme was updated since the conversation started. Answers after the divider use the theme’s latest evidence.
  • Specific questions get specific answers, just like anywhere else you use PickFu AI.

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Frequently asked questions

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What if my analysis finds no themes?

If your latest analysis completed but found nothing that repeated strongly enough to call a theme, the page says so. This usually means your polls asked about very different things. Themes get stronger when several polls ask a similar open-ended question about the same product. Themes keep the same identity when your analysis refreshes, so shared links and theme chats usually keep working. When a refresh changes a theme, its link follows it:
  • Merged themes – if a theme was combined with another one, its link takes you to the theme it became.
  • Split themes – if a theme was divided into several, its link opens one of them and shows a This theme was split. See also: note linking to the others.
  • Dropped themes – only a theme that disappeared without any successor shows This theme is no longer available, with a link back to the latest themes.
A mistyped or incomplete link also shows the no longer available message.

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What’s the difference between Customer Insights and the AI Insights report?

The AI Insights report summarizes one poll’s results on that poll’s results page. Customer Insights analyzes all of your team’s completed polls together and tracks recurring themes over time.
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