Your customers' words, kept
Quotes are copied exactly, so the team reads what customers really said rather than a summary of a summary. The words people use are often the best starting point for a headline.
Customer insights from reviews and feedback. Only from what people actually wrote.
DFIRST Customer insights is an AI tool that finds customer insights in reviews and feedback. Paste the comments and it groups needs, objections and positive signals, quotes each source exactly, keeps the sample size in view and suggests messaging or product questions to test. It works only from what you paste.
- Works only from what you paste
- Quotes customers word for word
- Messages and product questions to test
What you get. Grouped, quoted, counted.
Two shortened results. Counts describe the pasted comments only, never all customers.
Example output
12 comments from the ZESTA online shop
Positive signals
- Grapefruit flavour: “The grapefruit one is the best thing in my fridge.” (4 of 12)
Objections
- Fizz: “Too fizzy for me.” (3 of 12)
Needs
- A larger can: “Wish there was a bigger one for the beach.” (2 of 12)
To test
- Does a grapefruit-first headline get more clicks?
- Ask in the next survey whether a gentler fizz would bring people back.
Example output
8 reviews of a KINETRA road shoe
Positive signal: weight. “Light and fast.” (4 of 8)
Objection: sizing. “Great fit but runs small.” (3 of 8)
Message to test: a sizing note on the product page, then a check on whether questions about size go down.
How to find customer insights with DFIRST.
Three steps. The first one starts on this page.
- 01
Paste the feedback
Copy reviews, survey answers, support emails or social comments into the box above. Numbering them helps, and the more you paste, the more there is to group.
- 02
DFIRST reads every comment
It sorts what people say into needs, objections and positive signals, and quotes each one exactly. There is no web search and no outside data: the analysis rests on your comments alone.
- 03
Act on what you hear
You get grouped insights with quotes, the sample size, and messaging or product questions to test. The result is saved to your session and your Data Room.
Made for brands. Not a blank prompt box.
No overreach
Twenty comments are twenty comments. The tool keeps the sample size in view and avoids conclusions about all your customers, so a loud few do not turn into a strategy.
Nothing added from outside
This tool has no web search. Every insight traces back to a comment you pasted, and the result stays in your Data Room for the copy and product work that follows in a session.
Who uses it.
E-commerce teams
Patterns in product reviews before a relaunch, a new listing or a new pack size.
Brand and copy teams
The words customers use, ready to test in headlines and on product pages.
Product and customer service teams
Requests and objections grouped from support tickets and survey answers.
At a glance.
The facts about Customer insights, as it works in DFIRST today.
- Input
- Reviews, comments or survey answers, pasted as text
- You get
- Needs, objections and positive signals, with exact quotes, the sample size and questions to test
- Web search
- None: it uses only what you paste
- Model
- Gemini 3.8 Flash
- Where it goes
- Your session and your Data Room
Questions people ask.
About Customer insights and how it fits the rest of DFIRST.
How do I get customer insights from reviews and feedback?
Paste the reviews or comments in the box at the top of this page and continue in DFIRST. It groups what people say into needs, objections and positive signals, quotes them exactly and suggests messaging or product questions to test next.
Does it use data from outside my feedback?
No. This tool has no web search and adds no outside data. It analyses only the comments you paste, so every insight can be traced to something a customer wrote. For evidence from the wider market, use Deep research.
How many comments should I paste?
As many as you have. A handful of comments gives a handful of signals, and the tool says how many it read, so a pattern in three comments is not presented as the view of all your customers.
Can I upload a spreadsheet of reviews?
Paste the text into the box instead. The tool reads what is in the field, so copy the column of reviews from your spreadsheet or export and paste it in, one comment per line or numbered.
Will it tell me what all my customers think?
No, and it is told not to. It reports what this set of comments says, with quotes and the sample size, and turns patterns into questions you can check with a wider group before you act.
Which language does it answer in?
The language you write in. Paste Polish reviews and the analysis comes back in Polish, with the quotes left exactly as your customers wrote them. Mixed-language feedback works too: each quote stays in its original language.
Next steps. Tools that pick up where this one ends.
Start it here. Finish it in DFIRST.
Your customer insights draft waits on this device until your access starts. DFIRST opens to people on the waitlist first.
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