Survey → customer interview

Convert your survey into an AI customer interview

Bring the questions you already have into User Intuition. Set up an interview that explores the reasons behind each answer.

From answers to understanding

What changes when survey questions become a conversation?

A survey records the answer you ask for. An interview can explore the experience behind it. A cancellation question can lead to a story about what changed, what the customer tried, and why they finally left. During study setup, identify useful probes, rather than adding several follow-ups to every question. The suggested prompts are prepared from question types and common research patterns; they are not a simulated participant’s answers.

“Why did you cancel?”

Explore what led to the decision.

Follow-up: What happened just before you decided to leave?

Understand the turning point

“How satisfied were you?”

Keep the original question and scale.

Follow-up: What experience most influenced that rating?

Get the story behind the score

“What could we improve?”

Ground feedback in a real experience.

Follow-up: When did the product last fall short, and what did you do instead?

Find a concrete unmet need

These are illustrative questions, not participant findings. Explore more customer research interview questions

Choose the right research method

When should you use AI interviews alongside surveys?

Use surveys to measure patterns and interviews to investigate the experiences behind them. Customer feedback, cancellation research, concept reactions, and purchase decisions are useful starting points. Keep a survey when you need a brief structured response or consistent tracking. Changing the collection method can affect answers even if the wording is identical, so do not automatically combine interview ratings with historical survey scores.

For a closer look at research design, compare when to use AI interviews and surveys.

Bring the questions you already have

How do you convert a survey into an AI interview?

Paste your questionnaire, or import a public Google Forms or Typeform link. Choose “Import and continue” to carry your questions and suggested follow-ups into User Intuition. After signup, confirm the research plan during study setup. The import keeps your original wording so you can decide which questions to reframe in the platform. The AI moderator adapts to participants’ answers when you run the interview.

1
Bring your questions

Import your survey

Paste questions from any survey tool, or import a public Google Forms or Typeform link.

2
Continue to User Intuition

Set up your interview

Create your account. Your imported questions carry into study setup, where you confirm the research plan.

3
When you’re ready

Invite participants

Review your study plan and cost, then invite your customers or recruit participants.

What carries over into your study

Which survey platforms and question types are supported?

Paste question text from any survey platform, with one question per line. Public Google Forms and standard Typeform links can also be imported.

The importer supports up to 30 questions, including text, choices, and simple rating scales. Source options carry into study setup alongside the questions.

Private forms, complex widgets, matrix questions, and branching need manual handling; the importer flags unsupported questions instead of presenting them as fully converted.

How do you launch your interview and recruit participants?

Choose “Import and continue” to carry your research questions into User Intuition. Review the research plan, screening rules, interview length, and cost before launch.

Then invite your customers or recruit participants for the audience you need. Existing survey responses are not imported or converted into conversations: participants take a new interview.

Review interview and participant recruiting costs before launching your study.

FAQ

Survey converter FAQs

Yes, by copying your question text and using “Paste questions.” Automatic link import is limited to public Google Forms and standard Typeform links. Put each question on a separate line and list answer options on the following line.

Yes. Customer feedback, cancellation surveys, concept reactions, and purchase decisions can provide starting questions for a new research interview. Choose questions that help explain an experience or decision, then review your guide before launch.

Yes. There is no charge to import your questions. Create your account to continue into study setup. Running interviews and recruiting participants are priced separately. Review study pricing before launch.

In User Intuition during study setup. The import brings your research questions, supported answer choices, and suggested follow-ups into the research plan. Confirm the plan and screening rules before launching your interviews.

No. Only the available question definition is imported. Existing responses remain in the survey platform. Participants need to take a new interview to produce new conversations and insights.

Keeping question wording and scale anchors helps preserve meaning, but a different interview mode and follow-up questions can influence answers. Treat comparability as something to validate; do not automatically merge the results into an existing benchmark or tracking series.

The converter accepts up to 30 questions or 12,000 pasted characters. For a focused interview, select the questions most relevant to your decision. If the guide is too long for the signup link, shorten your selection before continuing.

Research questions, supported options, and import notes are included in the signup link and carried into study setup. Recognized contact and intake fields are excluded. Avoid including personal or confidential information in a URL.