Reference table
Ways to research a B2B buying group
Koji against surveys, agency interviews and your own calls
A comparison of the four common ways to research who takes part in a B2B purchase: AI-moderated interviews in Koji, surveys, agency-run interviews and calls you run yourself. It is for marketers planning ABM lists or messaging who need to reach several people per account. The criteria are the ones buyers of research weigh most: depth, reach, speed, candour, consistency, analysis effort, cost and data handling.
Where this appears
What's in this reference table
| Koji | Survey | Agency-run interviews | DIY calls | |
|---|---|---|---|---|
| Depth | Open conversation with follow-ups | Fixed answers, no why | Deep, human moderator | Deep, if you moderate well |
| Three people per account | A personal link per person from a CSV | Easy to send, shallow | Costly per account | Slow, you book every call |
| Time to results | Interviews run as people respond | Days | Weeks to scope and field | Weeks of scheduling |
| Candour with a vendor | Buyers speak to an AI, not a seller | Anonymous but terse | Third party, candid | Buyers soften it for you |
| Consistency | Same guide every time | Identical | Varies by moderator | Varies by caller |
| Analysis effort | Themes and quotes with sources | Charts, text by hand | Delivered by the agency | Transcripts coded by hand |
| Cost | Credits per quality interview | Low | Highest | Staff time |
| Data handling | Covered in Koji's GDPR guide | Depends on the tool | Contract terms | Your own files |
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/buying-group-research-koji-vs-alternatives"><img src="https://www.koji.so/visuals/buying-group-research-koji-vs-alternatives/buying-group-research-koji-vs-alternatives.png" alt="Table comparing Koji, surveys, agency interviews and DIY calls for researching a B2B buying group across eight criteria." width="1200" height="1002" /></a>
<p>Source: <a href="https://www.koji.so/visuals/buying-group-research-koji-vs-alternatives">Ways to research a B2B buying group</a>, Koji</p>
