How to collect customer insights without constant interviews

Customer interviews are useful. But if you are a solo founder, they are also hard to do consistently.

This setup gives you a lighter workflow.

You’ll collect customer insights automatically, analyze them with AI, and use the results to improve your homepage copy, onboarding, emails, and positioning.

The tools

We’re going to use these:

Jotform — collect customer feedback
Google Sheets — store responses
OpenAI Platform — cluster and summarize feedback
Make — automate the workflow
Notion — store messaging insights

Step 1 — Create the customer research form

Go to Jotform.

Click:

Create Form
Start From Scratch
Classic Form

Name the form: Customer Research Form

Now add 5–6 questions.

You can use these questions exactly as they are, or change them for your product.

Try to include:

A few short questions
1–2 longer questions
One multiple choice question

Add these short questions

What were you trying to get done? (required)
What was frustrating about the old way? (required)
What made you look for a tool like this?
What almost stopped you from signing up?
What made you choose this product?

Add this longer question

If a friend had this problem, how would you describe this product to them? (required)

Optional:

What changed after you started using the product?

Add this multiple choice question

Before this product, how were you solving the problem?

Options:

Manually
Spreadsheets
Another tool
No system

Then click:

Publish
Copy Link

Step 2 — Connect the form to Google Sheets

Inside Jotform, open the form. Click:

Settings
Integrations
Google Sheets

Then:

Authenticate Google account
Create a Spreadsheet
Call it: Customer Research Database

Open the spreadsheet and confirm that:

The response appears.
Every field has its own column.

Now, every response is stored in one place.

Step 3 — Add the form to your customer flow

You want responses coming in continuously. The easiest way to do that is to send the form automatically.

Here are some good places to add the form link to:

Welcome emails
Onboarding emails
Support emails
Cancellation flows
Post-purchase emails

If you use an email platform like Kit, Mailchimp, or Beehiiv, you can create this automation:

Trigger: user signs up
Action: send research form email 3–5 days later

Now, customer feedback gets collected automatically.

Step 4 — Create the AI workflow in Make

Open Make and create a New Scenario. Now, add your first module:

Search for:

Google Sheets

Select:

Watch New Rows

Connect your Google account.

Then, select:

Customer Research Database
The worksheet with your responses

Now every new submission can automatically trigger the workflow.

Step 5 — Automatically cluster customer feedback

Add another module in Make.

Search for: OpenAI
Choose: Create a Chat Completion
Connect OpenAI. Use:
GPT-4.1
or GPT-4o (or another available OpenAI model)

Paste in a prompt like this:

Analyze these customer responses.

Group them into:
- Pain points
- Goals
- Objections
- Repeated phrases
- Emotional words
- Competitor mentions

Then return:
1. Top 5 pains
2. Top goals
3. Exact phrases customers repeat
4. Landing page headline ideas
5. CTA ideas

Responses:
{paste customer response field}

Map the customer response fields from Google Sheets into the prompt.

Now every new response gets categorized automatically.

Step 6 — Save the insights into Notion

Go to Notion:

Create a page called: Messaging Insights
Inside the page, create a database.
Add these fields:
- Date
- Main frustration
- Buying trigger
- Objection
- Customer wording
- Suggested headline
- CTA idea
- Raw response

Now go back to Make. Add another module.

Search: Notion
Choose: Create Database Item
Connect your Notion account.
Map the AI outputs into the correct fields.

Example:

“Too many manual steps” → Main frustration
“Finally stopped using spreadsheets” → Customer wording
“Stop managing this manually” → Suggested headline

Now, your messaging database updates automatically.

Step 7 — Automatically create a weekly research summary

This is where useful customer patterns start becoming clear.

Go back to Make and create a separate scenario for the weekly summary. Set the scenario to run once every Friday. Then add a Google Sheets module that retrieves that week’s responses.

Now add:

Tools → Text Aggregator

Use it to combine:

Frustrations
Objections
Customer phrases
Goals

Then add:

OpenAI
Create a Chat Completion (or another available OpenAI module)

Ask AI to summarize:

Common problems
Buying triggers
Objections
Repeated phrases
Messaging ideas
Email ideas

Then add:

Gmail → Send Email

Use this subject line (or similar): Weekly Customer Research Summary

You can use this to improve:

Your homepage
Emails
Onboarding
Ads

And you won’t need to do customer interviews every week.

Step 8 — Use the insights to improve your copy

You now have real customer wording. Use it in your copy. Open your landing page and check:

Headline
Subheadline
CTA
Feature sections
Testimonials

Replace generic language with phrases customers actually use.

A few things that matter

Keep the form short. People are more likely to fill out short forms than long ones. For most products, 4–6 questions is a good starting point for getting useful customer insights.

A simple structure:

2–3 short-answer questions
1 strong open-ended question
1 simple multiple-choice question

Also, do not ask vague questions like:

“Any feedback?”
“Thoughts?”
“How was your experience?”

Specific questions give more useful answers.

If you don’t have customers yet

You can still use this system. Instead of customer feedback, collect:

Waitlist answers
Reddit comments
Competitor reviews
Twitter replies
Product review screenshots
Community discussions
Online discussions

Paste them into Google Sheets manually. The rest of the system stays the same. Usually, 20–30 responses is enough to start seeing patterns.