Analyzing market trends helps you spot emerging themes and patterns in customer conversations, giving you early signals about market shifts, customer needs, and competitive dynamics. This guide shows you how to use the Market Trends template in Insight7.

Accessing the Market Trends 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 Market Trends Analysis #

1. Find and click on Analyze Market Trends from Conversations
2. You’ll see the description: “Spot emerging themes and patterns”
3. This template is specifically designed to identify market shifts and trends

Running Your Market Trends 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 calls across different time periods
   • Sales discovery conversations
   • Customer feedback sessions
   • Industry interviews or expert calls
   • Competitive win/loss interviews

Tips for better analysis:

• Upload calls from the past 3-6 months for trend detection
• Include conversations from different customer segments
• Mix calls from various stages of the customer journey
• Include both new and existing customer conversations

Step 6: Run Analysis #

1. Once your files are uploaded, click run 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 Market Trends Results #

After analysis completes, you’ll see insights organized to help you identify:

Emerging Themes #

What you’ll see:

• New topics or concerns appearing in recent conversations
• Increasing frequency of specific customer needs
• Novel pain points or challenges customers are facing
• Shifts in customer priorities or values

Use this to:

• Identify early market opportunities
• Spot potential product pivots
• Anticipate competitor moves
• Adjust strategy before trends become mainstream

Patterns and Frequencies #

What you’ll see:

• Topics mentioned consistently across conversations
• Recurring questions or concerns
• Common language and terminology shifts
• Behavioral pattern changes

Use this to:

• Understand what’s consistently important to customers
• Validate that observed trends are real, not isolated
• Prioritize which trends deserve attention
• Track how patterns evolve over time

Market Signals #

What you’ll see:

• Early indicators of market shifts
• Changes in customer expectations
• Competitive movement signals
• Industry disruption indicators

Use this to:

• Make proactive strategic decisions
• Position ahead of market changes
• Identify threats and opportunities early
• Inform product roadmap and go-to-market strategy

Customer Language Evolution #

What you’ll see:

• How customers describe their problems (changing over time)
• New terminology entering conversations
• Shifting priorities in how needs are expressed
• Changes in desired outcomes

Use this to:

• Update marketing messaging to stay relevant
• Align product positioning with current customer language
• Understand how market maturity is evolving
• Communicate in ways that resonate now

Using Market Trends Analysis Effectively #

For Product Teams #

Roadmap Planning

1. Identify emerging needs before they become widespread
2. Validate product direction against real market signals
3. Prioritize features based on trending customer demands
4. Anticipate market shifts to stay ahead

Innovation Strategy

• Spot white space opportunities
• Understand unmet needs gaining traction
• Identify potential new market segments
• Discover adjacent market opportunities

For Marketing Teams #

Positioning and Messaging

1. Update messaging to reflect current market language
2. Create campaigns around emerging trends
3. Position as thought leader on rising topics
4. Develop content that addresses trending concerns

Market Intelligence

• Track competitive landscape shifts
• Understand changing buyer priorities
• Identify content gaps around new topics
• Spot opportunities for differentiation

For Sales Teams #

Sales Strategy

1. Prepare for new objections or questions
2. Understand shifting buyer priorities
3. Adjust pitch to address emerging concerns
4. Identify new use cases or applications

Competitive Intelligence

• Track competitor mentions and context
• Understand why customers are evaluating alternatives
• Spot gaps in competitor offerings
• Prepare responses to competitive shifts

For Leadership #

Strategic Planning

1. Inform strategic direction with real market data
2. Identify threats and opportunities early
3. Make data-backed investment decisions
4. Anticipate market evolution

Market Positioning

• Understand your position in evolving markets
• Identify when to pivot or double down
• Spot category creation opportunities
• Validate strategic hypotheses

Best Practices for Market Trends Analysis #

Upload Strategy #

Time-Based Analysis

• Upload calls in time-bounded batches (e.g., Q1, Q2)
• Run analysis quarterly to track trend evolution
• Compare results across time periods

Segment-Based Analysis

• Analyze different customer segments separately
• Compare trends across industries or personas
• Identify segment-specific vs. universal trends

Comprehensive Coverage

• Include diverse conversation types
• Mix customer success, sales, and support calls
• Don’t limit to just “positive” conversations

Regular Monitoring #

Quarterly Reviews

• Run market trends analysis every quarter
• Track how themes evolve or emerge
• Document trend trajectories

Monthly Check-ins

• Quick pulse checks on fast-moving markets
• Spot accelerating trends early
• Validate strategic decisions with fresh data

Action-Oriented Approach #

Don’t Just Observe—Act

1. Prioritize top 3-5 emerging trends
2. Assign owners to investigate each trend
3. Develop action plans for significant shifts
4. Set review dates to assess trend progression

Share Insights Broadly

• Present findings to cross-functional teams
• Include trends in board or leadership updates
• Use insights to align organization around market reality
• Create shared understanding of where market is heading

Validate and Cross-Reference #

Combine with Other Data

• Cross-check with industry reports
• Validate against sales pipeline data
• Compare with customer survey results
• Reference competitor intelligence

Test Assumptions

• Don’t assume one trend represents the whole market
• Look for contradictory signals
• Validate with customer interviews
• Test trend hypotheses with experiments