Jira Product Discovery - Customer Insights & Dashboards

[Edward McCluggage]

Our team is building out our product ideas on Jira Product Discovery, and the application is extremely useful. For context we are focused on institutional customers.

We are struggling to find a smart way to capture customer insights that are generally garnered through inbound emails, customer interviews and account management meetings. We're placing a huge focus on being customer-driven when it comes to product development, so this is a really key feature.

We are experimenting with a couple of options:

1. "Customer Insight" Idea Type = built a view filtered only showing only these idea types; in this view we have created a column for Customer and added customer names as fields within this column. We then link these ideas to the parent "Product" Idea Type the feedback relates to.
2. Insights added to "Product" Idea Types = adding Insights to the ideas, which seems to be the standard approach recommended, however we're finding it difficult to create reporting and visibility of the Insights at a Product Backlog level.

Ultimately, what we'd love to be able to do is report on the Insights to capture things such as:

• Total number of insights across the Product Backlog (e.g. 56 customer insights across the Product Backlog)
• Number of insights by customer (e.g. 17 insights from ABC Ltd)
• Other possible slices and dices of insight data

Would love to know if there are better ways to meet this requirement around both capturing Customer Insights and reporting on them!

[Tanguy Crusson · Accepted solution]

Hi @Edward McCluggage , you're right, these are your options today. That's why we're currently working on a new experience to deal with feedback and insights. here's a preview: Feedback app hero shots

[Pasam Venkateshwarrao]

Hi @Edward McCluggage 

Welcome to the community, as per your query can you please try with this steps.

• Idea types (hierarchy)

  • If you’re on JPD Premium with hierarchies (Jira Product Discovery Premium | Jira Product Discovery | Atlassian Support):

    • Problem / Opportunity → Solution / Product idea → Initiative (optional)

  • If you’re on Standard: just use a single Idea type and fields to indicate problem vs solution.

• Per-idea fields

  • Customer(s) – multi-select field for accounts (e.g. ABC Ltd, XYZ Bank).

  • Segment / Vertical – e.g. Enterprise, Mid-market, Gov.

  • Product area – module/feature boundaries.

  • Status, Owner, etc. as usual.

• Per-insight structure

  • Standard JPD insights, with:

    • Description: the quote / summary of what happened.

    • Labels for customer + type:

      • cust:ABC-Ltd, cust:XYZ-Bank

      • type:email, type:interview, type:account-review

      • segment:enterprise, etc.

• What insights are: What are insights? | Jira Product Discovery | Atlassian Support

• Creating insights in ideas: Create insights in your idea | Jira Product Discovery | Atlassian Support

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2. Capturing insights from your actual channels

You mentioned:

• inbound emails

• customer interviews

• account-management meetings

You want these to land as insights with minimal friction.

2.1. Email → Insight

Two good patterns, depending on tooling:

1. Email → Jira Service Management → JPD Insight

   • Create a Jira Service Management project for institutional customer requests / feedback.

   • Route your shared email (e.g. product-feedback@…) to that JSM project.

   • Use the Chrome extension or automation (see below) to add those tickets as insights to the relevant ideas.

   Docs:

   • Gather insights with JSM:
     Gather insights with Jira Service Management | Jira Product Discovery | Atlassian Support

   • Create insights from external sources:
     Create insights from external sources | Jira Product Discovery | Atlassian Support

2. Directly from email UI using Chrome extension

   • Install the JPD Chrome extension (works on Gmail / Outlook web etc.).

   • While viewing an email:

     • Use the extension to create an insight, link it to an idea, and tag it with:

       • cust:ABC-Ltd

       • type:email

       • any other relevant tags.

   • This is often faster than copy/paste.

2.2. Interviews & account meetings → Insight

Define a structured template for these insights, e.g.:

Customer: ABC Ltd

• People: Head of Ops, 2x analysts

• Date: 2026‑01‑10

• Context: QBR – usage review of reporting module

• Key observations (bullets)

• Verbatim quotes (if any)

• Risks / opportunities identified

Capture them via:

• Chrome extension while in your notes doc (Confluence, Google Docs, etc.), or

• Directly in JPD:

  • Open the idea → Insights → Create an insight.

Then tag with:

• cust:ABC-Ltd

• type:interview or type:qbr

• optionally segment:enterprise, persona:ops-lead, etc.

Docs:

Create insights from external sources:
Create insights from external sources | Jira Product Discovery | Atlassian Support

Source: Rovo AI