A SWOT Analysis based on customer insights helps you identify your Strengths, Weaknesses, Opportunities, and Threats from the voice of your customers. This guide shows you how to use the SWOT template in Insight7.

Accessing the SWOT Analysis Template #

Step 1: Navigate to Templates #

1. Login to your Insight7 account at https://insight7.io
2. You’ll see two main options: Analyze and Templates
3. Click on Templates

Step 2: Select Research Category #

1. In the templates view, you’ll see different template categories
2. Click on Research to see all research template types
3. You’ll see five research categories:
   • Market Research
   • User Research
   • Product Research
   • Competitive Research
   • CX Research

Step 3: Choose Market Research #

1. Click on Market Research
2. You’ll see various market research templates available

Step 4: Select SWOT Analysis #

1. Find and click on SWOT Analysis Based on Customer Insights
2. You’ll see the description: “Turn customer input into strategic SWOT”
3. This template is specifically designed to extract strategic SWOT elements from customer conversations

Running Your SWOT Analysis #

Step 5: Upload Your Calls #

1. Click Upload Files or the upload button
2. Select the conversations you want to analyze
3. Best files to upload:
   • Customer interviews and feedback sessions
   • Sales calls (both won and lost deals)
   • Customer success conversations
   • Support call recordings
   • Product feedback discussions
   • Churn or exit interviews
   • Competitive evaluation conversations

Tips for comprehensive SWOT analysis:

• Include conversations from different customer segments
• Mix positive and negative feedback
• Upload recent conversations (last 3-6 months)
• Include competitive comparison discussions
• Add calls from various stages of customer journey

Step 6: Run Analysis #

1. Once your files are uploaded, click Run Analysis to start your analysis
2. The system will process your conversations
3. Wait for the analysis to complete
4. Processing time depends on the number and length of files

Understanding Your SWOT Analysis Results #

After analysis completes, you’ll see insights organized into the four SWOT quadrants:

Strengths #

What you’ll see:

• What customers praise about your product or service
• Features, capabilities, or experiences customers love
• Competitive advantages mentioned by customers
• Reasons customers chose you over competitors
• Positive differentiators in customer language

Use this to:

• Reinforce what’s working in product and marketing
• Double down on strengths in competitive positioning
• Celebrate team wins backed by customer validation
• Build case studies around proven strengths
• Train sales teams on validated value propositions

Weaknesses #

What you’ll see:

• Pain points and frustrations customers express
• Features or capabilities customers find lacking
• Common complaints or recurring issues
• Areas where competitors outperform you
• Barriers to adoption or usage
• Reasons for churn or dissatisfaction

Use this to:

• Prioritize product improvements and fixes
• Address gaps in service delivery
• Develop training for underperforming areas
• Create honest, transparent communication about limitations
• Build roadmap around customer-validated needs

Opportunities #

What you’ll see:

• Unmet needs customers express
• Feature requests and wishlist items
• New use cases or applications customers mention
• Adjacent markets or segments showing interest
• Emerging customer needs or trends
• Cross-sell or upsell possibilities
• Partnership or integration requests

Use this to:

• Inform product roadmap and innovation strategy
• Identify new market segments to target
• Develop new revenue streams
• Plan strategic partnerships
• Create expansion or upsell motions
• Capitalize on white space before competitors

Threats #

What you’ll see:

• Competitive alternatives customers are considering
• Market changes affecting customer needs
• Risks to retention or renewal
• Emerging competitors mentioned in conversations
• Changing customer expectations or standards
• Potential disruption signals
• Budget or economic concerns

Use this to:

• Develop competitive response strategies
• Identify and mitigate churn risks
• Prepare for market disruptions
• Adjust pricing or packaging strategies
• Strengthen customer relationships proactively
• Build defensive moats around your position

Using SWOT Analysis Effectively #

For Strategic Planning #

Quarterly Business Reviews

1. Run SWOT analysis before planning sessions
2. Ground strategy in real customer feedback
3. Validate assumptions with customer voice
4. Make data-backed strategic decisions

Annual Planning

• Inform OKRs with customer-validated SWOT
• Align company priorities with customer reality
• Set goals that address real weaknesses and opportunities
• Build strategies that leverage actual strengths

For Product Teams #

Roadmap Prioritization

1. Use Weaknesses to identify must-fix issues
2. Use Opportunities to identify innovation areas
3. Use Strengths to guide feature investment
4. Use Threats to inform defensive product work

Feature Decisions

• Validate feature ideas against customer-stated opportunities
• Deprioritize features that don’t address weaknesses
• Invest in features that strengthen competitive advantages
• Build features that mitigate identified threats

For Marketing Teams #

Positioning and Messaging

1. Lead with validated Strengths in all messaging
2. Proactively address known Weaknesses with transparency
3. Create campaigns around Opportunities
4. Develop competitive messaging addressing Threats

Content Strategy

• Create thought leadership around strengths
• Develop educational content for opportunities
• Build trust by acknowledging and addressing weaknesses
• Position against competitive threats with evidence

For Sales Teams #

Sales Enablement

1. Train on customer-validated strengths
2. Prepare objection handling for known weaknesses
3. Develop talk tracks around opportunities
4. Create competitive battlecards for threats

Win Strategy

• Lead discovery with strength areas
• Qualify opportunities based on opportunity fit
• Address weaknesses proactively
• Differentiate against competitive threats

For Customer Success Teams #

Retention Strategy

1. Reinforce value around strength areas
2. Develop programs addressing weakness concerns
3. Expand accounts through identified opportunities
4. Proactively mitigate threats to renewal

Customer Advocacy

• Build case studies highlighting strengths
• Co-develop solutions for opportunities
• Partner with customers on weakness improvements
• Create loyalty programs that defend against threats