Interviews
A survey tells you what people think. An interview tells you why. Prism interviews are one-on-one conversations, led by an AI interviewer, that live inside a study alongside its survey answers.
They're a good fit when you want to hear people talk in their own words — early exploration, understanding a surprising survey result, or getting the texture a fixed question can't reach.
Running one
- Create the interview
From a study's Interviews tab, start a new interview. You can name the person you're inviting, and give the interviewer a focus — the topics you want it to dig into. Leave the focus blank and it explores the study's subject broadly.
- Send the link
You get a link to share. The person opens it and talks with the interviewer — no account, no scheduling. It's a real conversation: the interviewer asks one question at a time, follows the threads that matter, and keeps things to about ten minutes before wrapping up.
- Read it back
When the conversation ends, Prism writes a short summary of it — the main points the person made, any tensions in what they said, and a few memorable quotes. You can open any interview to read the summary alongside the full transcript, with timestamps.
How interviews feed the study
Completed interviews become part of the study's evidence. When you analyze the study, Prism reads the interviews together with the survey responses — so a pattern that shows up in both the conversations and the numbers stands out as the strongest kind of finding.
Drafting a survey from interviews
Interviews are also a great way to shape a survey. Run two or three first, then draft the study's questions from what people actually said — their recurring points become questions, the tensions become the choices, in their own language. It's the fastest way to make sure you're measuring what matters instead of what you assumed.