How to create and view a theme analysis

Business admins

Any Gong plan*

Insights > AI Theme Spotter

AI Theme Spotter helps you uncover the bigger picture behind your customer conversations. By automatically detecting recurring patterns and trends, it reveals insights that are hard to identify manually, giving you a clear view of the collective customer voice.

This article walks you through how to create an analysis that helps your team understand the voice of the customer at scale.

Create an analysis

1. Go to Insights > AI Theme spotter and click + New analysis.

2. Choose your business question. Choose from suggested business questions based on Gong’s pre-trained smart trackers as well as company-specific questions based on your company’s custom smart trackers. These may be related to new features, campaigns, competitors, etc.

3. Narrow down the calls covered in the analysis by adding call filters such as date range, participants, deal stage, account attributes, and outcomes. For tips on choosing filters, see considerations when choosing filters.

4. Click Create analysis.  

Considerations when choosing filters

The theme analysis relies on smart tracker detections.

• Avoid conflicting smart tracker and analysis filters: Each smart tracker has its own filters, and these filters limit the detections. Make sure the smart trackers detections don’t conflict with the scope of the analysis.
  For example, let’s say you want to detect objections in EMEA, and the tracker you choose has a filter set for US team calls only. The resulting analysis will only show results from calls by the US team. If you want to detect objections in EMEA calls, you’ll need to create a new smart tracker that applies to EMEA calls.  
  

• Data availability: Smart tracker detections are limited by the smart tracker’s start date. For example, if a smart tracker was applied to calls that occurred since August 2025, the analysis can only include calls from that period of time.

View analysis

1. Go to Insights → Theme Spotter, locate the analysis you want to view, click the action menu in the far right, and choose View analysis.

2. Refer to this screenshot to understand the analysis:
   

   1. The question asked in the analysis.

   2. Filters that were applied to the analysis, and the period covered by it.

   3. The number of themes identified while answering the question, and the number of calls and accounts in which these themes were mentioned in it.

   4. A breakdown of each theme according to the percentage of analyzed calls it appeared in, how many deals and accounts these calls reflect, and the revenue associated with these deals.

   5. Each theme, clearly named, and a short summary.

   6. Click View details to see a drill down into the theme and its subthemes.

3. Refer to this screenshot to understand the theme and its subthemes.
   

   1. Clearly named theme.

   2. Theme summary.

   3. Main topics in the theme, followed by a summary.

   4. Exact quotations from calls in which the subtheme was raised.

   5. Click View calls to open a panel on the right with the calls in which this theme was detected, and a summary of the relevant part of the call.

   6. Click Download call data to download a CSV file with CRM data about the relevant calls.  

Considerations

• Multilingual: Analyses are performed across calls in any language

• Analyses are designed for large datasets

• Private calls are not included

• Each analysis takes up to 6 hours to run

• Current monthly limit: 30 analyses per month

• Current limit of calls per analysis: 10,000 calls

Create permissions: Only business admins can create analyses.

Viewing permissions: Team members with the Theme Spotter permission can view analyses.