Spark: Findings and opportunities

Jake Sawyer

Updated July 21, 2026 15:30

Spark continuously analyzes your customer feedback to surface findings. Findings are structured observations about real customer needs and pain points. The most significant findings are grouped and synthesized into opportunities: prioritized, evidence-backed customer problems ready for roadmap consideration.

Together, findings and opportunities help you identify what matters most to your customers without manual synthesis.

Understanding findings and opportunities

Spark's AI pipeline analyzes your customer feedback to generate findings. Each finding captures a recurring theme, friction point, or unmet need observed across multiple pieces of feedback. Findings link back to the specific notes that informed them, so every observation is grounded in real customer data.

When multiple findings point to the same underlying customer problem, Spark groups and synthesizes them into an opportunity. An opportunity is a concise problem statement enriched with strategic context: OKR alignment, competitive signals, segment data, and roadmap gaps. Opportunities are ranked by signal strength so the most impactful problems rise to the top.

Browsing findings and opportunities

The Findings and Opportunities boards give you a dedicated view of every finding Spark has generated in your space. To open them from the Main menu, select Library > Findings or Opportunities.

The boards display all system-generated findings or opportunities sorted by creation date, with the most recent at the top. You can filter the list by Name or Owner using the grid filtering controls.

Opening a finding or opportunity

Click any row in either the Findings or Opportunities board to open the detail sidebar. The sidebar includes:

Description: A summary of the observed pattern or insight.
Feedback tab: A deduplicated list of the customer quotes that inform this finding or opportunity, each with customer and company attribution. Select a quote to jump to the source note, scrolled to that quote; select Back to return to the tab. If no quotes are linked, the tab shows an empty state. The tab label shows how many quotes are available, for example Feedback (6).

Viewing opportunities on Spark home

Each week, Spark surfaces the top three AI-generated opportunities in a card carousel on the Spark Overview screen. These cards represent the highest-signal customer problems based on your most recent findings.

Each card displays the opportunity title. You have two options from a card:

Select Learn More to open the full opportunity sidebar.
Select Dismiss to remove the card from the carousel.

See Spark: Explore weekly opportunity briefings for details.

Exploring an opportunity in depth

The opportunity sidebar gives you the full picture of a customer problem. It includes:

Problem statement: A concise description of the customer need.
Supporting evidence: The findings and feedback signals that informed this opportunity.
Enrichment context: Additional context across five dimensions.
- Strategy and OKR alignment: How the problem connects to your strategic goals.
- Competitive intelligence: Relevant signals from your competitive landscape.
- Segment sizing: Which customer segments are most affected.
- Product knowledge: How your current product relates to the problem.
- Roadmap gaps: What's planned (or not) to address this need.
Feedback tab: A deduplicated list of the customer quotes that inform this opportunity, each with customer and company attribution. Select a quote to jump to the source note, scrolled to that quote; select Back to return to the tab. If no quotes are linked, the tab shows an empty state. The tab label shows how many quotes are available, for example Feedback (12).

Taking action on an opportunity

From the opportunity sidebar, you can move directly into planning and discovery. Three actions open a Spark chat session with the opportunity pre-loaded as context:

Explore with Spark: Start an open-ended conversation about the opportunity.
Create Initiative: Kick off a new initiative directly from the opportunity.
Brainstorm Solutions: Generate and explore possible solutions to the customer problem.