Signal & Noise blog
Skimle's blog dedicated to high quality analysis using modern methods
Always-on customer research: how to embed AI interviews at every stage of your product lifecycle
How startups and scale-ups can run continuous customer research from discovery to churn using embedded AI interviews, without a dedicated research team.
Analysing customer feedback with Skimle: digging deeper into what customers are telling you
Learn how to import customer feedback CSVs into Skimle, set metadata fields, and let AI surface hidden themes by product, time period, and more.
How to analyse NPS verbatim comments: turning free-text scores into actionable themes
NPS verbatim analysis reveals what the score never can. Learn how to turn open-text NPS comments into themes you can actually act on.
Win-loss analysis: how to systematically learn from deals you won and should have won?
Win-loss analysis only works when you treat interviews as structured data. Learn the methodology for systematic theme discovery across your whole deal set.
HR surveys - moving from meaningless numbers to deep insights using AI interviewers
Annual engagement surveys produce scores, not understanding. AI interviewers now make it possible to gather rich qualitative insights from hundreds of employees at the cost and speed of a survey.
Analysing App Store reviews and online product reviews at scale
App Store review analysis at scale reveals version-specific complaints, regional trends, and sentiment shifts that reading individual reviews never could.
Manual coding and REFI-QDA export - combining Skimle's AI analysis with manual workflows
How to use Skimle's manual editing tools to refine AI-generated codes, and how to export your full coding scheme to NVivo, MAXQDA, or ATLAS.ti via REFI-QDA.
How to analyse focus group transcripts: the unique challenges of group data
Focus group transcript analysis requires a different approach to 1:1 interviews. Learn how to handle attribution, group dynamics, and dominant voices.
Discovering themes in the data using metadata variables - advanced analysis with Skimle
In this article we explain how to discover patterns in the data using Skimle's metadata features. Analyse differences in responses by time period, gender, type of organisation or any other variable
Analysing Zoom and Teams call transcripts: a practical guide for product and research teams
Turn your call transcript library into a structured qualitative dataset. A practical guide to call transcript analysis for product and research teams.
End-to-end workflows - Importing and exporting data with Skimle
We're big believers in building a tool that integrates with the day to day work of knowledge professionals. In this post we explain what is possible with Skimle and what is coming next!
Analysing interviews and other documents in multiple languages with Skimle
You interviewed people in French, German, English and Swedish, and need to analyse also some Finnish text and Spanish emails as well. How to cope with multiple languages?
Practical end-to-end setup for interviews using audio recording, transcription and AI-assisted analysis
A step-by-step guide to recording, transcribing, and analysing interviews efficiently using your iPhone, cloud storage, and AI tools. Stop taking frantic notes and start capturing better insights.
Synthetic respondents in research - promise, pitfalls and when to use in 2026
AI-generated personas that answer surveys and interviews are becoming mainstream in market research. But can synthetic respondents replace real humans? Here's what works, what doesn't, and when to use...
Self-serving qualitative data - How AI enables democratisation of insights
During the past ten years, dashboards have unleashed a wave of self-serve quantitative analyses. LLMs are now enabling that for qualitative data. What will this mean in practice & how to benefit?
How to analyse open text responses at scale - without losing your mind
The dreaded open text answer box on the last page. Researchers fear the cumbersome data it will create, and respondents worry if anybody is listening. Is there a smart way to turn answers to insights?
How consultants and investors use expert network calls — and how to get more from them with Skimle
Expert network calls cost 500 to 2500 EUR each. Most teams waste the investment. Learn how to treat expert network calls as structured qualitative data.
How to write the perfect interview guide - 10 practical tips for preparing your questions
A well-crafted interview guide is the foundation of successful qualitative research. Learn how to structure questions, iterate as you learn, mix question types strategically, and use AI to test your g...
How many interviews do you need for qualitative research? A practical guide to sample size.
You're planning to do a series of interviews to gather information to solve a business problem, write an academic paper or perform due diligence. Many researchers and business people strugle to identi...
Complete guide to thematic analysis - from raw data to actionable insights across academic and business settings
Master thematic analysis with this comprehensive guide covering academic research, business consulting, policy analysis, and market research. Learn systematic methods for identifying patterns in inter...
How to do thematic analysis - A practical step-by-step guide for business people
Learn how to analyse reports, interviews and other qualitative data by borrowing the best bits of academic thematic analysis methods. This practical guide shows you how to find patterns in customer in...
How to summarise interviews - 5 steps from expert call notes to client-ready insights
A practical guide to synthesizing expert, client or customer interviews for consultants and analysts. Learn how to extract key insights, identify themes, and create client-ready deliverables from inte...
How to analyse interview transcripts - 5 steps from raw data to powerful synthesis
Learn how to analyse interview transcripts in a business setting with this 5-step approach developed based on my experience at McKinsey. Turn 200 pages of data into actionable insights in hours, not w...
Effective business interviews - Tips and tricks from a former McKinsey Partner
Before founding Skimle I was a Partner at McKinsey and did more than 1000 interviews. Here I share my interview guide and top tips.