Use this database to organize and analyze insights from your client interviews.
Every quote or pattern you capture becomes data you can act on, for messaging, offer design, and delivery improvements.
💡 Remember: You’re not collecting opinions, you’re collecting intelligence.
Your goal is to understand how your clients think, feel, and describe the problem you solve.
| Property | Description |
|---|---|
| Client Name | Who you interviewed |
| Date | When you conducted the interview |
| Stage | Before / During / After |
| Quote / Key Phrase | Exact client language |
| Emotion / Theme | Frustration / Fear / Relief / Aspiration / Pride / ETC. |
| Category | Offer → When the feedback is about what you sell, your services, pricing, or packages. |
| Messaging → When the feedback is about how you describe your offer or business. | |
| Delivery → When it’s about the client’s experience during your service. | |
| Marketing→ When it’s about your outreach or visibility. | |
| Potential Action | What change or insight this points to |
| Status | Logged / In Review / Implemented |
| Client Name | Date | Stage | Quote / Key Phrase | Emotion / Theme | Category | Potential Action | Status |
|---|---|---|---|---|---|---|---|
| Sarah K. | 2025-09-15 | Before | “I felt like I was working nonstop but not actually building anything that would last.” | Frustration, Fear | Messaging, Offer | Highlight “build a business that lasts” in sales copy | Logged |
| Marco R. | 2025-09-20 | After | “For the first time, I feel in control — like my business runs on systems, not stress.” | Relief, Pride | Messaging, Delivery | Use “from stress to systems” as headline language | In Review |
| Jenna L. | 2025-09-25 | During | “It was hard at first to let go, but once I saw the framework working, I relaxed.” | Fear, Relief | Delivery | Add onboarding materials addressing control + trust | Implemented |
This reflection closes the Client Intelligence loop where insight becomes action.