Bring Your Own Interview
The Bring Your Own Interview (BYOI) module empowers clients to conduct and analyze their own win-loss research within Klue's platform, combining AI-powered transcription and analysis tools with established research methodologies. This self-service capability addresses cost barriers while maintaining the quality and insights clients expect from professional research programs.
My Role
As the Principal Product Manager and project lead, I spearheaded the evaluation of competing market solutions, validated product-market fit, and defined the scope for our build. A critical discovery during my research was identifying key user behaviour around cost aversion to paid research programs due to their per-interview expense. This insight shaped our strategy to provide a cost-effective supplement for clients conducting paid research while offering budget-conscious organizations a pathway to establish grassroots programs that could eventually grow into paid engagements.
I led the vendor assessment and cost analysis for in-app transcription capabilities, ultimately selecting and integrating Assembly.ai as our ASR vendor to reduce transcription costs. During the build phase, I identified logical adjacencies that expanded our initial scope—recognizing that while our core focus was buyer interviews, there was incremental value in capturing seller perspectives during the deal cycle. This led me to incorporate differentiated interview types for both buyers and sellers, creating a new channel for in-house seller interviews that would complement external buyer research and provide clients with a more comprehensive view of deals.
Working closely with our internal research team, I ensured that research best practices were embedded as defaults in the application, maintaining continuity between paid and BYOI research while providing DIY clients with professional-grade foundations for their programs.
Objectives
Our primary objectives centred on cost reduction and market expansion. We aimed to achieve this by:
Reducing internal transcription costs and establishing a pathway for in-house research teams to deliver recordings and transcriptions directly through our platform.
Increasing win-loss subscription ARR by expanding client acquisition pathways, specifically targeting migrations from competitors and supporting organizations with existing in-house research capabilities.
Developing a simplified, win-loss specific taxonomy using documents, measures, topics, tags, and descriptors to properly capture and quantify research findings while enabling visual quantification of qualitative feedback.
Outcomes
The project delivered significant value both to our clients and business within the first six months of launch:
Delivered AI-powered buyer interview analysis capabilities that enabled automated trend extraction, helping secure 22 new customer licenses within 3 months and achieving adoption across 51 accounts within 6 months of beta launch.
Processed over 1,300 individual client-uploaded transcripts, with clients averaging 6-8 interviews per month—double the volume provided by our basic research packages and significantly increasing the overall insights available within the platform.
Achieved a 98% reduction in interview processing costs through automated speech recognition integration, while maintaining quality standards through custom post-processing systems using LLMs for transcript cleaning, summarization, and key outcome identification.
Expanded research capabilities by introducing differentiated interview types for buyers and sellers, providing clients with a more comprehensive view of perception throughout the deal cycle.
