Analysis and evidenceLatest
What makes a customer insight evidence-backed?
A clear evidence chain for separating source material, observations, patterns, insights and useful next actions.
Example Paid Insight report: ten phone interviews synthesized into five evidence-ranked insights.
A phone ringing with an ordinary incoming call from Penny, PaidInsight Research.
How it works
From question to evidence in four steps.
You set the goal and send the invites. Penny writes the interview, makes the calls, and the report writes itself from the evidence.
Research goal
Churn & exitProduct discoveryOnboarding
Why do new members cancel early?
1
Pick a research goal
Choose one of six study types and say what you need to learn. Penny writes the interview — qualification, question flow, and the follow-ups that get past first answers.
PI$5 reward
You’re invited — a paid research interview
A short ~5-minute phone call. No account, no app — whenever suits you.
Claim your interview2
Invite your customers
Send email invites. Participants claim a paid slot and verify their phone number. No app, no account, no scheduling — for them or for you.
+1 (415) ••• ••42
Number verified3
Penny calls them
A real phone call, not a survey link. Penny asks, listens, and digs into the why behind every answer — in parallel, any hour, any timezone.
Insight 01 · High evidence
Low-churn operators escalate when members stop consuming the service
Supported in 5 of 10 interviews
“By Wednesday morning, if someone has missed Monday and Tuesday, the coach owns a same-day call.”
4
Read the report
Every transcript is analyzed and synthesized into ranked insights, evidence meters, verbatim quotes, and next actions you can run this week.
No app to installNo webcamNo schedulingAnonymous by defaultAny hour, any timezone
Your AI interviewer
Meet Penny.
She interviews like your best researcher — and never accepts the first answer.
A survey takes the first answer. Penny hooks on your customer’s exact words and keeps going until the answer is something you can act on.
01
Follows up in their words, never with “tell me more.”
02
Tells a vague claim from a real practice, and knows when to stop.
03
Admiring with top performers, calm with customers who left. Never sells, never judges.
Let Penny call you — $5 A real call, about your business. Judge her yourself.
The first answer, and what Penny does with it
“What do you do to retain members?”
Customer
“We really focus on personal touch.”
A survey stops here. Penny doesn’t.
Penny
“You said personal touch — what does that look like on a Tuesday at 9am?”
Customer
“Trainers check in if someone missed.”
Penny
“Walk me through that check-in. What happens first?”
Customer
“They text within two hours: ‘missed you today, everything ok?’”
Penny
“Why two hours, not end of day?”
Customer
“We tested it. Same-day contact rebooks 60%. End of week, maybe 10%.”
Three follow-ups later: a practice you can copy on Monday.
The deliverable
A report you can act on Monday.
Not a transcript dump, not a word cloud. An editorial document where every claim shows who said it — and how many agreed.
01The answer up front — the report’s headline is the insight itself.
02Ranked by evidence — interview counts and support rates on every claim.
03Verbatim quotes — your customers, in their own words, behind every claim.
04What to do next — an implementation sequence, plus methodology and limits.
Read the full sample report Real output from a 10-interview demo study
Excerpt · from the sample report
Insight 01 · ranked first by evidence
Low-churn operators escalate when members stop consuming the service
Supported in 5 of 10 interviews · high evidence
“By Wednesday morning, if someone has missed Monday and Tuesday, the coach owns a same-day call and offers two actual class times.”
Interview 01 · multi-location chain operator — verbatim, evidence-linked
The math
Twenty times less than a research firm. All-in.
A traditional firm bills $300 or more per moderated interview, before recruiting. Paid Insight is $10 to us and $5 to your participant — and the participant gets every cent.
20×
less per interview than a $300 firm — and your participant is paid, not a recruiter.
A traditional research firm
$300+
per moderated interview
Timeline6–8 weeks
RecruitingWeeks of scheduling & no-shows
Sample8–12, if budget allows
DeliverableA slide deck, eventually
Paid Insight
$15
all-in per completed interview · $10 platform + $5 reward
TimelineDays
RecruitingParticipants join when it suits them
SampleDozens, without scaling cost
DeliverableAn evidence-linked report
Six study types
Start from the question you need answered.
The study type shapes everything — who qualifies, what gets asked, and how the report reads.
Top Performer Analysis01
“What do the best do?”
Extract the practices of your top 2–5% so everyone else can replicate them.
Product Discovery02
“What should we build?”
Find what customers actually need before you spend months building the wrong thing.
Customer Satisfaction03
“How happy are you, really?”
Understand what drives happiness — and what quietly erodes it.
Churn & Exit Analysis04
“Why are you leaving?”
Diagnose why customers leave, and what would have made them stay.
Market Validation05
“Would you buy this?”
Validate real demand before you build, price, or launch.
Onboarding & Activation06
“How was getting started?”
Map the friction points and aha moments of the first-week experience.
Pricing
Pay per completed interview. Nothing else.
One credit is one completed interview: $10 to Paid Insight, plus a fixed $5 reward that goes entirely to your participant. The price you see here is the price at checkout.
$10platform fee
+$5participant reward
=$15all-in per interview
Starter
$75
5 completed interviews
5 × $10 platform · 5 × $5 participant rewards
Full editorial report
All six study types
Good for a first, focused question
Most popularStart with 10
Growth
$150
10 completed interviews
10 × $10 platform · 10 × $5 participant rewards
Full editorial report
Stronger evidence per insight
The same size as the sample report
Team
$300
20 completed interviews
20 × $10 platform · 20 × $5 participant rewards
Full editorial report
Run several studies at once
One price for a firm’s single interview
Not sure yet? Test interview — $5
Half a credit, no reward reserve — Penny calls you so you can hear her first. Need a different amount? Buy anywhere from 1 to 100 credits.
A credit is only consumed when an interview completes. Rewards are funded at checkout and go entirely to your participants.
From the blog
Practical guides for better customer conversations.
How to plan a study, ask questions that get real answers, and turn what customers tell you into decisions you can stand behind.
Read article
Study playbooks
Which customer research study should you run?
A decision-first guide to selecting a focused customer research study and writing one useful learning goal.
Interview craft
How to ask customer interview questions that move beyond surface answers
A practical follow-up ladder for moving from broad interview claims to concrete events, sequences, evidence and meaning.
Fair questions
Asked before every first study.
Is Penny actually good enough to interview my customers?
Penny follows a depth method, not a script: she grades every answer on a five-level ladder and keeps probing — in your customer’s own words — until it is specific enough to act on. Every claim in the report links back to verbatim evidence. Don’t take our word for it: run a $5 test interview and hear her yourself.
Where do participants come from?
They’re your customers, not a panel. You send invites by email; participants claim a paid slot, verify their phone number, and take the call whenever it suits them.
Do I need an account to start?
You can browse the demo workspace and the sample reports without signing in. You create an account when you launch your first study.
What about privacy and anonymity?
Interviews are anonymous by default. Quotes are attributed to interview numbers, never names, and phone numbers are used only to verify participants and place the call.
What if a call doesn’t complete?
You pay per completed interview — a credit is only consumed when an interview finishes. If a test call drops or goes unanswered, you can retry during the window without another charge.
How fast is “days, not weeks”?
Interviews run in parallel, at any hour and in any timezone — the timeline is set by your participants, and most studies go from goal to finished report within days.
Get started
Your customers are ready to talk.
Launch your first study today. Read what they actually said by Friday.
$15 all-in per interview · Pay only for completed interviews · No subscription