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Themes are patterns Convo finds across all your sessions — ideas, sentiments, or behaviors that came up with multiple participants, often across different topics.
[VIDEO: Loom walkthrough of the Themes tab — browsing themes, filtering, reading supporting quotes. ~1 minute.]

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Why it matters

Individual quotes tell a story. Themes tell you whether it’s a common story. When five participants independently bring up the same frustration across three different sessions, that’s a theme — and it’s probably worth acting on.

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What’s in it

Each theme shows:
  • Name and description — what the pattern is about
  • Participant count — how many people expressed it
  • Connected objectives — which research questions it ties to
  • Connected moments — which discussion topics it came from
  • Quotes — direct quotes, each attributed to a specific participant
  • Quantitative data — charts and breakdowns showing how widespread the theme is
Themes aren’t limited to a single moment. A theme about “frustration with onboarding” might pull evidence from your onboarding moment, your feature wishlist moment, and your competitive comparison moment — giving you a cross-cutting view you wouldn’t get from reading moments one at a time.

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Filtering

Narrow down themes by objective, moment, or participant. Helpful when you’re writing up findings for a specific research question — filter by objective and you see just the relevant themes with their evidence.

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Using themes in your work

  • Research reports — use themes as your main sections, with quotes as evidence
  • Stakeholder presentations — lead with top themes and participant counts
  • Affinity mapping — themes work as pre-built affinity groups
  • Tracking over time — compare themes across studies to see how perspectives shift