Insights

At Deck, an insight is the atomic unit of customer feedback. Insights can be findings from user quotes, customer Slack messages, support tickets, survey responses, or any other connected feedback source. They are the foundation of how Deck works.

A theme is made out of a collection of insights that relate to the same topic. Together, insights and themes give you a structured, searchable view of everything your customers are telling you.

What an Insight Contains

Each insight has the following data attached to it:

• Name: A short, descriptive title picked by you or Deck's AI agents that captures the user's intention
• Customer quote: The original words said by the customer that led to the insight
• Sentiment: The tone of the customer's quote (positive, negative, or neutral)
• Category: A label that classifies the insight into a predefined type (such as Pain Point, Feature Request, or Delight)
• Theme: The overarching subject the insight belongs to

How Insights Are Generated

When feedback enters Deck — whether from an interview transcript, a Slack message, a support ticket, or a survey response — Deck's AI synthesis agents process it automatically. The agents read through the content, identify distinct pieces of customer feedback, and extract each one as a separate insight.

For example, a single user interview might produce several insights if the customer discussed multiple topics. Each insight is linked back to the original source so you can always trace it to the full context.

Working with Insights

You can browse, search, and filter insights across your entire organization in the Visualize environment. Use filters to narrow down by theme, category, sentiment, or source type to find exactly the feedback you need. Insights from all your connected integrations appear in one unified view, making it easy to spot patterns across different feedback channels.