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Pull recurring words and themes out of client interviews and questionnaires with ChatGPT to speed up strategy research

who Ciara Siegel, founder of CJC, a brand and marketing consultancy she started in 2022, in Business Insider

The problem

Her client strategy work is research-heavy. Going back through conversations and questionnaires for how often a client used a word or idea took hours, and a project often took weeks.

What happened

She estimates research that often took weeks when she started now takes about a quarter of the time. "Half the value isn't what AI says back, it's what surfaces once I hear my own thinking out loud." Self-reported.

Quoted in the source: Ciara Siegel, founder, CJC. Source: Business Insider: Founders of boutique marketing and communications agencies tap AI tools to write proposals and build a 'scrappy CRM' (Erin Greenawald) (2026-03-17) · Added 2026-10-18.

How to set it up yourself

1. What CJC does: Gemini transcribes client conversations; the transcripts and questionnaire responses go into ChatGPT, which finds how often and how the client talks about specific words and ideas. ChatGPT voice mode doubles as a brainstorming partner.
2. Record each client interview with permission and get a transcript (Gemini, your meeting app's built-in transcript or any notetaker). Export the questionnaire answers from your form tool (in Google Forms: Responses > Link to Sheets, then download as CSV).
3. In ChatGPT, select New project in the sidebar, name it after the client, upload the transcripts and responses, and paste the prompt below under ••• > Project settings. Ask follow-ups in the same project, such as "show every quote where they mention price".
4. Spot-check three of the quotes it pulls against the transcript before anything goes into a strategy deck, then use voice mode (the waveform icon in the message box) to talk positioning ideas through out loud.

Copy-paste prompt

You are helping me analyze research for {CLIENT NAME}, a {CLIENT TYPE}. Use only the uploaded interview transcripts and questionnaire responses. 1) List the 10 words or phrases they use most about {TOPIC, e.g. their customers or competitors}, with counts. 2) For {SPECIFIC WORD OR IDEA}, quote every mention with the speaker and file name. 3) Group the quotes into 3-5 themes and note any contradictions between people. Don't paraphrase quotes or add anything that isn't in the files.

Tools used

Some tool links may be affiliate links. Disclosure

Checked prices: ChatGPT: from Free $0; Go $8/mo; Plus $20/mo; Pro $100/mo (verified 2026-10-17) · Google Gemini: from $4.99/mo (Google AI Plus); free plan available (verified 2026-10-18)

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