Reference table
Multi-market research: three approaches compared
Local moderators, translated surveys and AI-moderated interviews on eight criteria
A comparison table for research agencies choosing how to cover several markets: local moderators, a translated survey, or AI-moderated interviews run in Koji. It scores each on depth, time, cost, scale, consistency, candour, analysis effort and data handling. Local moderators remain the right choice for some markets.
Where this appears
What's in this reference table
| Local moderators | Translated survey | Koji | |
|---|---|---|---|
| Depth | Deep, varies by moderator | Shallow, no follow-up | Follow-up probing in each language |
| Time to results | Scheduling across time zones | Fast once translated | Interviews run when people are free |
| Cost | Moderator and translation fees per market | Low | Credits per completed interview |
| Scale | A few sessions per market | Very large | Many interviews in parallel |
| Consistency | Moderator style differs by country | Identical wording | Same interviewer logic everywhere |
| Candour | A person in the room to impress | Private but brief | No person to impress |
| Analysis effort | Translate and merge transcripts | Open-ends need translating | Themes in English, quotes in original words |
| Data handling | Varies by fieldwork partner | Varies by survey tool | EU data residency |
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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/multi-market-qualitative-fieldwork-comparison"><img src="https://www.koji.so/visuals/multi-market-qualitative-fieldwork-comparison/multi-market-qualitative-fieldwork-comparison.png" alt="Table comparing local moderators, translated surveys and Koji for multi-market research on depth, cost, scale, consistency, candour and data handling." width="1200" height="1010" /></a>
<p>Source: <a href="https://www.koji.so/visuals/multi-market-qualitative-fieldwork-comparison">Multi-market research: three approaches compared</a>, Koji</p>
