Reference table
Ways to learn how buyers used AI
A CRM field, a survey, a rep debrief and Koji compared
A side-by-side of four ways a GTM team can find out how buyers used AI before contacting sales: a CRM source field, a post-purchase survey, a rep-run debrief and AI-moderated interviews. It compares what each one tells you, depth, candour, coverage and analysis effort. It is meant for sales and RevOps leaders choosing a method. Koji is the AI-moderated option.
Where this appears
What's in this reference table
| CRM source field | Post-purchase survey | Rep-run debrief | Koji | |
|---|---|---|---|---|
| What you learn | Where the form was filled | One tick-box on source | What the buyer tells the rep | The prompt, the answer and the check, in the buyer's words |
| Depth | One field | Shallow | Depends on the rep | Follow-up questions on each answer |
| Candour | Not applicable | Thin | Softened for the seller | Neutral interviewer, voice or text |
| Coverage | Every deal, no why | Low reply rates | A handful | Every buyer you invite |
| Analysis effort | None | Charts, no reasons | Manual notes | Themes with supporting quotes |
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/buyer-ai-research-methods-compared"><img src="https://www.koji.so/visuals/buyer-ai-research-methods-compared/buyer-ai-research-methods-compared.png" alt="Table comparing a CRM source field, a post-purchase survey, a rep-run debrief and Koji for researching how buyers use AI to shortlist vendors." width="1200" height="815" /></a>
<p>Source: <a href="https://www.koji.so/visuals/buyer-ai-research-methods-compared">Ways to learn how buyers used AI</a>, Koji</p>
