How to conduct customer research in Airtable

Anyone who works in customer research knows that qualitative research can turn into a lot of transcripts… like, a lot.

And when there’s so much unstructured data to parse, it gets harder to unearth the nuggets of insight you need.

In this Airtable Answers video, our market intelligence lead, Alex, shows how the rigidity of spreadsheets can cause headaches—and how Airtable can structure your findings so you can find the patterns.

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For example, Airtable’s ability to link records from different tables allows you to make meaningful associations. Let’s say you have a customer themes table that displays key takeaways. A field that you can link to an insights table allows you to see which customer insights led to your themes.

Say goodbye to unstructured data, and hello to a database that can organize and connect your customer data in innovative ways.

Like Alex’s base? We do, too. Copy it here, or check out our user research template for more inspiration.