Comparison
When to use an expert network and when to interview customers
Knowledge you cannot reach yourself vs evidence only buyers can give
A side-by-side guide to which research questions suit an expert network and which need customer interviews. Expert calls win for new markets, competitor internals, supply chains, regulatory process, tiny populations and fast diligence. Customer interviews win for value, lost deals, willingness to pay, churn and demand-based sizing. Use it to split a research budget before booking calls. Koji runs the customer side as AI-moderated interviews in parallel.
Where this appears
What's in this comparison
Use an expert network for
- Markets where you have no customers yet
- Competitor internals nobody else can explain
- Supply chain and channel checks
- How a regulatory or technical process really behaves
- Very small buyer populations
- Investment diligence under time pressure
Use customer interviews for
- What buyers actually value
- Why deals were lost
- Willingness to pay
- Why accounts churned
- Market sizing grounded in demand
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/when-to-use-expert-networks-vs-customer-interviews"><img src="https://www.koji.so/visuals/when-to-use-expert-networks-vs-customer-interviews/when-to-use-expert-networks-vs-customer-interviews.png" alt="Comparison of when to use expert networks, such as competitor internals and new markets, and when to use customer interviews, such as churn and pricing." width="1200" height="723" /></a>
<p>Source: <a href="https://www.koji.so/visuals/when-to-use-expert-networks-vs-customer-interviews">When to use an expert network and when to interview customers</a>, Koji</p>
