Short answer: GetWhy and Koji both use AI to run qualitative interviews, but they are built for different buyers. GetWhy is a sales-led platform for enterprise consumer brands: AI-moderated video interviews, a large multi-vendor panel and PhD-level researchers checking each study, sold per study through a sales conversation. Koji is self-serve: you write a research question, an AI interviewer runs voice, text or phone interviews in 28 languages, and you get a report with every finding linked to the quotes behind it. Plans are public, from a free account to €79 a month. Pick GetWhy if you are a global brand team that wants video evidence and expert review on each project. Pick Koji if you want to run your own studies this week, as often as you like, at a price you can see before you start.
Koji vs GetWhy at a glance
| GetWhy | Koji | |
|---|---|---|
| Interview format | AI-moderated video interviews | AI voice and text interviews, plus phone calls |
| Who runs the study | GetWhy's platform, with its researchers reviewing each study | You, with an AI assistant that drafts the brief |
| Participants | Multi-vendor panel GetWhy says reaches 300M people | Your own customers by link or CSV, or Koji's research panel |
| Languages | 100+ languages and markets, per GetWhy | 28 interview languages |
| Turnaround | 48 hours from brief to insight, per GetWhy | Results update as each interview finishes |
| Buying model | Contact sales, priced per study | Self-serve, starts free, public pricing |
| Best fit | Enterprise consumer and CPG brands | Product, research and marketing teams of any size |
Why this choice is coming up more often
AI moved from experiment to default in market research quickly. In Qualtrics' 2025 Market Research Trends report, based on a survey of about 3,200 researchers, 89% said they already use AI tools regularly or experimentally, and 83% planned to significantly increase AI investment in 2025 (Qualtrics). The same report found 71% expect synthetic responses to make up more than half of data collection within three years.
That last number is why platforms that still talk to real people matter. GetWhy and Koji both bet on real participants and use AI to make the conversations cheaper and faster, not to replace them. The industry they compete in is big: ESOMAR put global market research turnover at almost $130 billion after 12% growth in 2022 (ESOMAR Global Market Research 2023). A lot of that money still pays for weeks-long qualitative projects run by agencies, which is the spend both tools go after.
What GetWhy does
GetWhy is a Copenhagen company. It describes its product as an AI research platform that "designs studies, recruits participants, and runs AI-moderated video interviews", with insights "in days, not weeks" (getwhy.io). The workflow runs from study design to recruitment, AI-moderated interviews, synthesis and what GetWhy calls activation. It says PhD-level researchers review and validate each study, so it is AI moderation with expert oversight rather than human moderators.
What it says about itself:
- Video first. Interviews are on video, and clips come with the findings. In February 2026 it launched Stories, which package findings as articles, videos and podcasts for internal audiences (GetWhy blog).
- A big panel. GetWhy says its multi-vendor recruitment reaches 300 million participants, with verification and fraud checks, and Respondent lists it as a partner (Respondent).
- Speed. Its headline claim is 48 hours from brief to insight.
- Enterprise customers. Press coverage of its funding names brands such as Nike, Heineken, Unilever, Carlsberg and The Coca-Cola Company.
- Funding. A $34.5M Series A led by PeakSpan Capital in June 2024 (Research Live), DKK 60M of debt from CIBC Innovation Banking in February 2025, and a €17M extension in July 2025 (PeakSpan).
- Enterprise plumbing. It claims ISO/IEC 27001 compliance and storage in Europe (GetWhy security), and in June 2026 announced a partnership with Market Logic to feed Stories into Market Logic's insights platform (Market Logic).
Pricing. GetWhy does not publish prices. Its own comparison page against Kantar and Ipsos puts a study at $2,000 to $4,000, against $15,000 to $40,000 for a traditional agency project (GetWhy). Treat that as the vendor's estimate; your quote will depend on markets, audience and volume.
Limits worth knowing. Independent reviews are thin: G2 says there are not enough reviews to give buying insight, and the one recurring con is that setup and team training take time. The 48-hour, 300M-participant and 100+ language figures are all self-reported. And because every study goes through GetWhy's sales and research process, it suits planned projects better than quick questions from a product team.
What Koji does
Koji is an AI-native research platform you run yourself. You type what you want to learn, the research assistant drafts a brief with questions, and an AI interviewer holds the conversations. What it does today, checked against the product this week:
- Voice, text and phone interviews. Participants choose to talk or type on the interview page, and you can also send a call-back link or have Koji call a list of numbers. Interviews run in 28 languages. There is no video: if you need faces on camera, Koji is not the tool.
- Open questions with structure. Mix open questions, which the AI follows up on, with scales, single and multiple choice, ranking and yes/no questions in the same interview.
- Screening before the interview. Screening questions turn away people who don't qualify before the conversation starts, whatever link they came in on.
- Your participants or a panel. Share a link, import a CSV to give each person their own invite link (Interviews and Enterprise plans), or recruit from Koji's research panel on paid plans, choosing text, voice or both.
- A quality gate. Every interview gets a quality score from 1 to 5. Only interviews that score 3 or more use credits or enter the report, so a participant who clicks through with one-word answers costs you nothing.
- Reports you can check. Findings, themes and personas, each finding linked to the quotes behind it, updating as interviews come in. Share a public report with stakeholders.
- Free previews. Take your own interview by text or voice before launch. Previews never use credits.
- Works where you work. An API, an embeddable interview and an MCP connector for running studies from Claude, Cursor and other AI assistants.
Pricing. A free account comes with 10 credits. Insights is €29 a month with 29 credits, Interviews is €79 a month with 79 credits, and Enterprise is priced on request. A text interview uses 1 credit and a voice interview 3; phone calls use 0.6 credits a minute. Extra credits are €1 each.
Where they differ
Video versus voice and text
This is the biggest difference. GetWhy's whole proposition rests on video: clips of real consumers that a brand team can play in a meeting. If your stakeholders need to see faces, GetWhy does that and Koji doesn't.
Photo by Taiki Ishikawa on Unsplash
Koji bets on voice and text because they are easier for participants. People can answer on a phone during a commute, in a language they choose, without setting up a camera or worrying about how they look. That asks less of people, and it makes it easier to reach B2B users, who rarely want to be filmed. You still get verbatim quotes for every finding.
Managed studies versus self-serve
GetWhy sells a study with researchers attached. That is useful when a brand team runs a few big projects a year and wants someone else to own the method.
Koji gives the method to you. A product manager can go from a question to a live interview in an afternoon, read results the same day and run the next study the following week. Product teams that want to talk to customers every week, not every quarter, tend to need this.
Panel reach
GetWhy's recruitment reach is its strength, especially for consumer studies across many countries. Koji's panel lets you describe your audience in plain language and target by criteria such as age and employment, and you see the cost per interview before you launch. Credits are held at launch and unused credits come back when the recruitment ends. For hard-to-reach B2B buyers, interviewing your own users through a link or CSV is often the better route.
How you buy
GetWhy needs a sales conversation, and you get a price per study. Koji publishes its prices, starts free and charges only for interviews that pass the quality gate. You can work out what a 50-interview voice study costs before you sign up: 150 credits.
Before you sign with either
Whatever you pick, put the same questions to both vendors. Ask for a free test interview, ask how low-effort answers are handled and whether you pay for them, and ask to trace one finding back to the raw quotes.
Who should choose which
Choose GetWhy if:
- You are an enterprise consumer brand running concept, packaging or ad studies across many markets.
- Your stakeholders want video clips of consumers in the readout.
- You prefer a managed study with researchers reviewing the work, and you buy research per project.
Choose Koji if:
- You want to run interviews yourself, quickly and often, without a sales cycle.
- Your participants are your own customers or users, including B2B buyers who won't go on camera.
- You need to mix open conversation with scales and choice questions, and want each finding traceable to quotes.
- You want to see the price before you start and pay only for interviews that pass a quality check.
The bottom line
GetWhy is a serious, well-funded option for global brands that want video-based qualitative studies with expert oversight. Koji is the faster and more open choice for teams that want to run their own AI interviews: voice, text or phone, 28 languages, a quality gate on every interview and public prices from free.
Try Koji free
The best way to compare is to run a study. Create a free Koji account, type your research question, preview the interview yourself by voice or text, and send it to ten customers. Your 10 signup credits cover ten text interviews or three voice interviews, enough to see what the report looks like before you spend anything. For more on the method, read our AI interview best practices or compare Koji with Conveo, another video-first platform.
