Focus group interview (FGI) transcripts refers to data that has been audio recorded and transcribed. It is challenging to understand consumer discussion and interaction. Researchers are required to read the document iteratively. Topics need to be examined in detail and in depth. Some researchers physically “highlight” certain sections of document to find similarities and differences across cohorts. FGI data is based on consumer experience and richer than quantitative data. While reading FGI, intricacies and complexities about consumers are discovered by Researchers. Researchers also need to find similarities and differences between various cohorts such as life stage and users. It is tough to generalize from a specific Focus Group Interview cohort to a larger population. Infopickle recognizes that each FGI data must always be understood in relation to the client brief and category context. Outputs from Infopickle helps qualitative researchers organise, notice and represent their data in 3 ways: Data Sorting or Content Analyses, Auto Summarisation and Perceptual Maps.