Reference table
Ways to run original research for a marketing report
AI interviews, survey panels, agencies and manual interviews compared
A comparison of four ways a marketing team can produce original research: AI-moderated interviews in Koji, a survey panel, a research agency and interviews run by hand. It compares whether you get numbers and reasons, time to results, sample size, follow-up on answers, quality checks and who does the analysis. Use it to choose a method before you scope a thought leadership report.
Where this appears
What's in this reference table
| Koji (AI interviews) | Survey panel | Research agency | Manual interviews | |
|---|---|---|---|---|
| Numbers and reasons | Both, from the same people | Numbers, short open text | Both, separate phases | Reasons, few numbers |
| Time to results | Days of fieldwork | Days | Weeks to months | Weeks |
| Sample size | 150 or more is routine | Hundreds or thousands | Set by budget | 15 to 30 |
| Follow-up on answers | Every answer can be probed | None | In the qualitative phase | Yes, by hand |
| Quality checks | Score per interview, low scores left out | Attention checks | Agency process | Your judgement |
| Who does the analysis | Report drafted for you | You | Agency | You |
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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/original-research-methods-comparison"><img src="https://www.koji.so/visuals/original-research-methods-comparison/original-research-methods-comparison.png" alt="Table comparing Koji AI interviews, survey panels, research agencies and manual interviews on depth, speed, sample size, follow-up, quality and analysis." width="1200" height="852" /></a>
<p>Source: <a href="https://www.koji.so/visuals/original-research-methods-comparison">Ways to run original research for a marketing report</a>, Koji</p>
