Marketing research interviews
Talk to customers and prospects without spending days on recruiting, scheduling, and manual notes. Askiva helps you run interviews on Zoom and gives you accurate transcripts, themes, and summaries you can share with your team.
Marketing research interviews can unlock the real story behind numbers. A survey might tell you what people chose, but an interview tells you why. The problem is that interviews take time. You need to reach out to people, schedule calls, keep the flow consistent, and then turn hours of conversations into a clean insight report.
Askiva helps marketing teams run interviews end to end. It supports outreach and scheduling, runs structured interviews on Zoom, and creates transcripts and summaries with clear themes. So you can move from raw conversations to decisions faster.
When this works best
This workflow is useful for pricing research, messaging tests, brand perception studies, competitor research, and audience discovery. It also fits teams that run regular voice of customer interviews, especially when you want consistent questions across many calls.
If you work in growth, brand, or customer insights, you probably know the feeling. You have deadlines. You need strong proof. And you need it in a format your team can use.
The common problems in marketing interviews
First, it is hard to keep interviews consistent. If different people ask questions in different ways, your insights become messy.
Second, recruiting and scheduling can take longer than expected. The actual interview is short, but getting it booked is the real work.
Third, you end up with a lot of data, and not enough time. You have transcripts, notes, and recordings, but you still need themes, patterns, and quotes for stakeholders.
Askiva helps reduce this friction and keeps your research process moving.
How a marketing interview workflow looks in Askiva
You start with a goal. What do you want to learn? It could be something like “Which message makes people trust us?” or “Why are customers choosing competitor A?”
Then you add your interview questions or simply describe the topic and the audience you want to talk to.
After that, you invite participants and schedule sessions with less back and forth. When it is time to meet, the interview runs on Zoom with an AI interviewer. It follows the structure you defined and can ask follow up questions when answers are unclear.
When the session ends, you get an accurate transcript and a clean summary. Over multiple interviews, Askiva helps you see themes and repeated patterns, so you can write a strong report without starting from zero.
What you get after each interview
You get a transcript, highlights, and a short summary. You also get themes that make it easier to compare interviews and spot patterns. This is useful when you need to share learnings with product, sales, leadership, or other stakeholders.
Instead of saying “We think this might be true,” you can bring real quotes and clear themes to the table.
A simple example
Let’s say you are testing positioning for a new product. You run fifteen interviews with your target audience. People react differently to your message, and you want to understand what makes them trust it.
With Askiva, you can keep your questions consistent, collect transcripts, and quickly see what language works best. You can also capture quotes that explain why one message wins over another. This makes it easier to choose the right direction and align the team.
Marketing research questions you can use
If you need a quick start, here are some questions you can copy and adjust.
Audience and needs:
What problem are you trying to solve right now?
How do you describe this problem in your own words?
What do you use today instead?
Messaging and positioning:
What is your first impression of this message?
What feels clear, and what feels confusing?
What would make you trust this claim?
Which part feels unrealistic or too “marketing”?
Pricing and value:
How do you decide if a product is worth paying for?
What feels expensive, and what feels fair?
What is the one thing that would make this a “yes” for you?
Competitive and switching:
What alternatives did you consider? Why?
What would make you switch from your current solution?
What would stop you from switching?
About consent and transparency
If you interview participants, you should clearly tell them the purpose of the interview and that transcription is used. Your organization manages that relationship and consent. Askiva supports structured workflows during pilots so teams can stay clear and responsible.
If you want faster marketing insights from real conversations, Askiva can help. Request a demo and we will show a workflow based on your research goals. We usually reply within 24 hours.
