Reference table
Syndicated data vs custom research
A side-by-side comparison of syndicated data and custom research across eight points: who sets the question, who else has the answer, category boundaries, comparability, what and why, commitment and the cost of one more question. Use it to decide which budget a question belongs to. Koji covers the custom side with AI-moderated interviews that return themes in hours.
Where this appears
What's in this reference table
| Syndicated data | Custom research | |
|---|---|---|
| Who defines the question | The supplier, before you subscribed | You, after the problem appeared |
| Who else has it | Everyone in your category | Only you |
| Category boundaries | Fixed by the supplier's hierarchy | Set by you |
| Comparable over time | Yes, by design | Only if you design for it |
| Answers what happened | Very well | Adequately |
| Answers why | Not at all | This is the whole point |
| Typical commitment | Annual subscription | Per study |
| Cost of one more question | Not possible | Low |
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:
html
<a href="https://www.koji.so/visuals/syndicated-data-vs-custom-research-table"><img src="https://www.koji.so/visuals/syndicated-data-vs-custom-research-table/syndicated-data-vs-custom-research-table.png" alt="Table comparing syndicated data and custom research on eight points, including who defines the question, who else has it and whether it answers why." width="1200" height="782" /></a>
<p>Source: <a href="https://www.koji.so/visuals/syndicated-data-vs-custom-research-table">Syndicated data vs custom research</a>, Koji</p>
