Abstract: Methods, systems, and computer storage media for providing an insight capturing interface of an insight capturing engine in a data analytics system. The insight capturing interface refers to an interaction mechanism for capturing and aggregating answers from users. The responses are used to generate, identify, derive insights (e.g., relationship information) that correspond to features (e.g., user features, product features) associated with the responses. The insight capturing interface operates with the insight capturing engine to sequentially generate a combination of interface elements for retrieving the responses. In particular, the insight capturing engine operates to provide a survey (e.g., a perpetual survey) in which users continuously prompted with a pair of products to capture their insights, where the insights support generating inference models.