{"site":{"name":"Koji","description":"AI-native customer research platform that helps teams conduct, analyze, and synthesize customer interviews at scale.","url":"https://www.koji.so","contentTypes":["blog","documentation"],"lastUpdated":"2026-10-13T18:42:16.317Z"},"content":[{"type":"blog","id":"384d90cd-8996-48d1-8c68-08744334b5e1","slug":"koji-vs-knit-2026","title":"Koji vs Knit (2026): Self-Serve AI Interviews or an AI Research Partner?","url":"https://www.koji.so/blog/koji-vs-knit-2026","summary":"Knit is an AI-powered research partner for enterprise consumer insights teams: its AI and in-house researchers design surveys, field them to its own sample partners (65M+ respondents by its own count) or your audience, add AI-moderated video follow-up questions, and deliver an AI-generated report refined by researchers; it is sold by annual subscription or per project with no public pricing. Koji is a self-serve AI interview platform where your team writes the research question, an AI interviewer runs voice, text or phone interviews in 28 languages with your customers or Koji's panel across 154 country markets, and themes, personas and findings linked to quotes build as interviews arrive. Koji starts free with 10 credits; paid plans start at 29 euro a month.","content":"**Short answer:** Knit is an AI-powered research partner for enterprise insights teams. It builds the survey with you, fields it to its panel partners, adds AI-moderated video follow-ups to quantitative questions, and its researchers shape the final report. You buy it like an agency: an annual subscription or per project, priced by quote. Koji is a self-serve AI research platform. You write the question, an AI interviewer runs voice or text conversations with your customers or panel participants, and the report builds itself as interviews come in. Prices are public and you can start free. Choose Knit for a large, survey-led consumer study with researcher support. Choose Koji when you want qualitative depth from real conversations, run by your own team, this week.\n\n## Koji vs Knit at a glance\n\n| | Koji | Knit |\n| --- | --- | --- |\n| What it is | Self-serve AI interview platform | AI research platform with an in-house research team |\n| Lead method | Conversational interviews with follow-up questions | Quantitative surveys with AI-moderated video follow-ups |\n| Interview format | Voice, text or phone, in 28 languages | Survey questions plus recorded video answers |\n| Who designs the study | You, with an AI research assistant | Knit's AI and a Knit researcher, with you |\n| Participants | Your customers or Koji's panel in 154 country markets | Your audience or Knit's sample partners |\n| Analysis | Themes, personas and findings linked to quotes, as interviews arrive | AI cuts, charts and themes, refined by Knit researchers |\n| Buying | Self-serve sign-up, monthly or pay as you go, public prices | Annual subscription or per project, by quote |\n\n![Table comparing Koji and Knit on method, interview format, study design, participants, analysis and how you buy](/visuals/koji-vs-knit-comparison-table/koji-vs-knit-comparison-table.png \"Self-serve conversations on one side, a researcher-led survey service on the other\")\n\n## What Knit is\n\nKnit describes itself as an AI-native research partner for consumer insights teams. A study typically runs like this, according to Knit's own pages:\n\n- Knit's AI drafts an editable questionnaire and a custom analysis plan, and a Knit researcher reviews the design.\n- The survey fields to your own audience or to Knit's sample partners, which Knit says give access to more than 65 million respondents.\n- Inside the survey, AI-moderated video questions ask open-ended follow-ups and record answers on camera. Knit says this produces two to three times deeper responses than standard open-ends; that is the company's own figure.\n- After fielding, its AI produces cuts, charts and themes across quant and qual, with an AI-generated report within about 24 hours that researchers then refine.\n\nKnit raised a $16.1 million Series A in July 2025 and lists enterprise brands such as Mars among its clients. It does not publish prices. Greenbook's directory describes Knit as available by annual subscription or by project.\n\nThis model fits a wider shift in the industry. Greenbook's 2025 GRIT Business Outlook found that 67% of research suppliers now embed generative AI in their client deliverables. Knit is part of a group of AI-powered agencies selling research as a service.\n\n## What Koji is\n\nKoji is an AI-native research platform built around the interview rather than the survey. You don't hand a brief to a vendor. You run the study yourself, and the AI does the heavy lifting.\n\n**You ask, the assistant drafts.** Type what you want to learn and the research assistant builds a brief: goal, questions, screening questions and how deeply to follow up. Mix open questions with structured ones such as 1 to 10 scales and single or multiple choice, and use templates for churn, Jobs to Be Done, concept testing and more.\n\n**An AI interviewer runs every conversation.** Participants talk or type in their own language, from 28 supported, and the interviewer asks follow-ups the way a good moderator would. You can also reach people by phone. [Preview the interview](/docs/previewing-your-interview) yourself first, for free.\n\n![Koji voice interview in progress with an AI orb asking a follow-up question and a microphone button](/email/shots/shot-voice-interview.jpg \"A live Koji voice interview: the follow-up question builds on what the participant just said\")\n\n**Recruit your way.** Send a link, embed the interview in your product, import a CSV so every customer gets a [personal invite link](/docs/personalized-interview-links) (Interviews and Enterprise plans), or recruit from Koji's panel. On the Panel recruit tab you describe the audience, see the price per interview in credits before launch, and soft-launch to check quality before releasing the rest. Building an audience and seeing the price works on any plan; launching needs a paid plan ([panel recruitment guide](/docs/panel-recruitment)).\n\n**Analysis as interviews arrive.** Every interview gets a summary and a [quality score](/docs/understanding-quality-scores). Only interviews scoring 3 or more out of 5 use credits or enter the report, so low-effort answers stay out of your findings and your bill. That filter matters for any online sample: Pew Research Center found that 4% to 7% of respondents in opt-in online polls were bogus. The report shows themes, personas and findings, each linked to the quotes behind it.\n\n## Survey-led or conversation-led?\n\nThis is the real difference, more than any feature.\n\nKnit starts from a questionnaire and adds open-ended depth through video follow-ups. That suits studies where you need statistically readable numbers first (brand tracking, concept scoring across markets) with qualitative colour on top.\n\nKoji starts from the conversation. The interviewer follows the participant's answer, asks why, and keeps going until it has the story. It suits the questions numbers can't answer: why customers churn, how they chose a competitor, what job your product is really doing for them. And it doesn't need anyone to be on camera, which lowers the barrier for B2B participants and for sensitive topics.\n\nThe research backs the conversational format. In a field study of about 600 people published in ACM Transactions on Computer-Human Interaction in 2020, Xiao and colleagues found that an AI chatbot asking open-ended questions drew significantly more engagement and more informative, relevant and specific answers than the same questions in a standard online survey.\n\n## Who does the work?\n\nWith Knit, Knit does much of it: its researchers review the design, refine the report and sit alongside your team. That is valuable when you lack in-house researchers or need agency-grade outputs for executives.\n\n![A product manager at a desk with a laptop and coffee, running a customer study without an agency](https://images.unsplash.com/photo-1653226439336-177c4c1ccc51?crop=entropy&cs=tinysrgb&fit=max&fm=jpg&ixid=M3w5NDUzMDN8MHwxfHNlYXJjaHwyfHxwcm9kdWN0JTIwbWFuYWdlciUyMGxhcHRvcCUyMGNvZmZlZSUyMGRlc2t8ZW58MXwwfHx8MTc5MTg3MDYxM3ww&ixlib=rb-4.1.0&q=80&w=1080)\n\n_Photo by [Jonas Leupe](https://unsplash.com/@jonasleupe?utm_source=koji&utm_medium=referral) on [Unsplash](https://unsplash.com/?utm_source=koji&utm_medium=referral)_\n\nWith Koji, your team owns the study, and the AI handles moderation, transcription and synthesis. A product manager or founder can go from question to report without briefing a vendor, waiting for a proposal or scheduling a single call. Teams that want more control can shape the interviewer with [screening questions](/docs/adding-screening-questions-to-your-study), context documents and topics to avoid.\n\n## Pricing\n\n**Knit.** No public pricing. Greenbook's directory lists annual subscriptions and per-project work; expect a sales conversation and a quote.\n\n**Koji.** Free with 10 credits. Insights is €29 a month with 29 credits, Interviews is €79 a month with 79 credits, and Enterprise is custom. A text interview uses 1 credit and a voice interview 3, with extra credits at €1. Panel interviews are priced per interview in credits, shown before you launch, and unused held credits are returned.\n\nThat gap matters for how often you research. Qualtrics' 2025 Market Research Trends report found that 71% of market researchers expect synthetic responses to make up more than half of data collection within three years. As AI makes research cheaper to produce, the teams that keep talking to real customers often are the ones whose insight stays grounded. A tool you can open on a Tuesday, without a contract, makes that habit easier.\n\n## Which should you choose?\n\n**Choose Knit if** you're an enterprise consumer insights team running survey-led studies across large samples, you want video responses, and you'd rather have Knit's researchers shape the work with you.\n\n**Choose Koji if** you want real conversations at scale, run by your own team: churn interviews, discovery, win-loss, pricing or concept feedback. Pick it too if you want to start today without a sales call and pay only for interviews that meet the quality bar.\n\n## Try Koji\n\nWrite your research question, preview the interview and send the link in minutes. Recruit your own customers or build a panel audience and see the price before you spend a credit. [Start free on Koji](https://www.koji.so) with 10 credits, or read the [panel recruitment guide](/docs/panel-recruitment) first.\n\n**Sources:** Knit website and capability pages (goknit.com); Knit, Series A announcement (July 2025); Greenbook company directory, Knit; Greenbook, 2025 GRIT Business Outlook summary; Qualtrics, 2025 Market Research Trends report; Pew Research Center, \"Assessing the Risks to Online Polls From Bogus Respondents\" (2020); Xiao et al., \"Tell Me About Yourself\", ACM TOCHI 27(3), 2020.\n","category":"Comparisons","lastModified":"2026-10-13T06:20:13.456639+00:00","metaTitle":"Koji vs Knit 2026: AI Interviews vs AI Research Partner","metaDescription":"Koji vs Knit compared: survey-led studies with video follow-ups and researcher support vs self-serve AI-moderated interviews with public pricing.","keywords":["koji vs knit","knit ai research","knit alternatives","ai research agency","ai moderated interviews","ai market research platform","consumer insights tools"],"aiSummary":"Knit is an AI-powered research partner for enterprise consumer insights teams: its AI and in-house researchers design surveys, field them to its own sample partners (65M+ respondents by its own count) or your audience, add AI-moderated video follow-up questions, and deliver an AI-generated report refined by researchers; it is sold by annual subscription or per project with no public pricing. Koji is a self-serve AI interview platform where your team writes the research question, an AI interviewer runs voice, text or phone interviews in 28 languages with your customers or Koji's panel across 154 country markets, and themes, personas and findings linked to quotes build as interviews arrive. Koji starts free with 10 credits; paid plans start at 29 euro a month.","aiKeywords":["koji vs knit","knit ai","ai research partner","ai moderated video questions","self-serve ai interviews","consumer insights platform","qualitative research at scale","market research ai 2026"],"aiContentType":"comparison","faqItems":[{"answer":"Knit is an AI-powered research partner for consumer insights teams. Its AI drafts surveys and analysis plans, Knit researchers review them, studies field to your audience or Knit's sample partners, AI-moderated video questions add open-ended follow-ups, and an AI-generated report is refined by its researchers.","question":"What is Knit?"},{"answer":"Knit is survey-led and researcher-supported, bought by subscription or project. Koji is conversation-led and self-serve: your team writes the question, an AI interviewer runs voice, text or phone interviews with follow-up questions, and the report with themes and supporting quotes builds as interviews come in.","question":"How is Koji different from Knit?"},{"answer":"Knit does not publish prices. Greenbook's directory lists it as available by annual subscription or per project, so you need a quote. Koji publishes its prices: free with 10 credits, Insights at 29 euro a month and Interviews at 79 euro a month.","question":"How much does Knit cost?"},{"answer":"No. Koji interviews are voice, text or phone conversations, so nobody has to be on camera. Knit's AI-moderated video questions record answers on video inside its surveys.","question":"Does Koji record video like Knit?"},{"answer":"Yes. Koji has a built-in research panel covering 154 country markets. You describe the audience, see the price per interview in credits before launch and can soft-launch to check quality. You can also interview your own customers through a link, an embed or personal invite links from a CSV.","question":"Can Koji recruit participants like Knit?"}],"relatedTopics":["knit","ai market research","ai moderated interviews","consumer insights","research agencies","qualitative research at scale"]}],"pagination":{"total":1,"returned":1,"offset":0}}