Clozd vs User Intuition: Which AI Research Platform Should You Choose?

Research depth in the B2B context separates platforms fundamentally. User Intuition conducts 30+ minute conversations that include 5-7 levels of laddering—a proven technique for uncovering underlying motivations, values, decision drivers, and identity markers that predict actual behavior. This methodology originates from consumer psychology research and has been refined through work with Fortune 500 companies and enterprise engagements. The extended time allows researchers to move beyond stated preferences into the psychological drivers of decision-making. Why did they choose you? Not the surface reason—the actual identity they wanted to project, the values that mattered, the anxiety they were solving.

Critically, User Intuition uses proprietary ontology-based insight extraction to convert raw conversations into structured, queryable knowledge. These insights are indexed, categorized, and stored in a knowledge system that powers your intelligence hub. This means you can always query the platform to retrieve customer voice for strategic decisions. Over time, as you run more studies, the ontology becomes an appreciating asset: marginal insight costs decrease, pattern recognition improves, and you build a true knowledge base rather than isolated project reports.

Clozd takes a different approach: win-loss consulting delivered through human specialists. Consultants conduct interviews (either live through their team at $1,500-2,000 per interview, or through asynchronous video recordings called "Flex Interviews") and analyze responses for win-loss factors—why the deal closed, why it didn't, which competitors were involved, what the decision criteria were. The analysis is focused, practical, and deal-specific. Human consultants bring domain expertise and can probe based on judgment and experience. However, the depth is constrained by the win-loss research objective: the goal is to understand deal outcomes, not comprehensive customer psychology.

For organizations attempting to understand customer identity, values, decision psychology, and long-term positioning strategy, User Intuition's depth advantage is substantial. For organizations that need to analyze specific lost deals and closed opportunities, Clozd's win-loss focus delivers targeted insights.

Quality in research means different things depending on your needs. For User Intuition, quality means psychological validity combined with strategic utility—do the insights accurately reflect underlying customer motivations, values, and decision drivers, and can they be reused across future research? The 30+ minute conversations (with your actual customers, or from a highly vetted panel, or both), combined with systematic laddering and enterprise-grade analysis, create insights that inform positioning, messaging, and product strategy. The ontology-based extraction means these insights become searchable, queryable assets that power future research. Organizations using User Intuition report that insights directly drive go-to-market strategy, product roadmap decisions, and positioning—and these insights improve subsequent studies.

For Clozd, quality means reliable deal analysis at the point of decision. The platform delivers accurate documentation of why specific deals closed or failed, what competitors were involved, which decision criteria mattered most, and what concerns prevented closure. This represents legitimate quality research—actionable for sales enablement, competitive intelligence, and product gap analysis. Consultants with domain expertise provide judgment that surveys alone cannot match.

The 98% participant satisfaction rate on User Intuition indicates strong engagement and data richness during 30+ minute sessions. Clozd's satisfaction metrics differ because the participant experience is fundamentally different (shorter, focused on deal retrospectives versus exploratory conversations about values and motivations).

Organizations should evaluate quality against their specific research questions: Do you need to understand why customers choose you (their values, identity, psychology) in ways that inform long-term strategy and persist across multiple research cycles? Or do you need to analyze why specific deals closed or failed to improve sales process and competitive positioning?

Participant sourcing fundamentally shapes research outcomes. User Intuition gives you choices in who you research. You can work from your customer lists, past survey respondents, or company databases—speaking directly with people who have real experience with your product, service, or market over time. This creates several downstream advantages: insights apply specifically to your customer base, participants understand your context without extensive briefing, and findings directly address your actual user behavior and decision drivers.

Alternatively, if you need faster recruitment, broader demographic reach, or comparative benchmarking, User Intuition's highly vetted panel—built with best-in-class fraud detection techniques—is available. This panel consists of 4M+ B2C and B2B participants actively interested in sharing feedback. You can even run hybrid studies combining your customers with panel participants in the same research project to triangulate findings.

Clozd's sourcing model is more focused: won/lost prospects. These are people who participated in your sales process and either closed a deal or didn't. This makes Clozd ideal for win-loss research—understanding why a specific opportunity succeeded or failed. The sourcing is naturally constrained: you can only research people in your pipeline, and the research happens after the deal outcome is known. This is appropriate for win-loss analysis but limits broader customer research applications.

For understanding general customer psychology, brand perception, product feature appeal, and strategic positioning, customer-based or panel-based research typically provides richer data. For understanding why specific deals closed or failed, won/lost prospect sourcing is more appropriate. User Intuition's flexibility means you can choose, or even combine customer and panel approaches. Clozd's approach is optimized for the win-loss context specifically.

On User Intuition, participants engage in extended conversations—30+ minute guided exploration. The experience resembles in-depth interviews: the AI (or on custom setups, a researcher) asks open-ended questions, listens carefully, and asks follow-up questions based on responses. The 30+ minute duration allows for substantial exploration. The 98% participant satisfaction rate reflects this experience—participants often report finding the conversation valuable and interesting, not merely transactional.

This exploratory approach yields richer data. Participants reveal nuances, contradictions, and deeper motivations that shorter survey formats miss. The extended time investment correlates with more thoughtful, comprehensive responses. Multi-modal capability (video, voice, or text) means participants choose the format that suits them. Because insights are then captured in User Intuition's ontology—structured, queryable, and persistent—every conversation contributes to a growing knowledge base.

Clozd offers a different experience depending on approach: live interviews with human consultants ($1,500-2,000 per interview) or asynchronous video recordings ("Flex Interviews"). Live consultant interviews follow a structured approach: consultants conduct interviews focused on win-loss factors, asking about the opportunity, decision criteria, competitive considerations, and reasons for outcome. The experience is professional, consultative, and directed. Async video recordings allow prospects to respond to recorded questions on their own schedule—lower friction but less interactive. Participants provide video responses without live dialogue, limiting the ability to probe deeper or adapt questions.

Neither experience is inherently better. The participant experience should match your research objectives. If you need detailed understanding of customer psychology, values, and decision drivers—and want those insights to persist and compound—the conversational exploration format produces better data and research applicability. If you need focused analysis of why a specific deal closed or failed, the structured win-loss interview format is more appropriate.

User Intuition's methodology is rooted in proven qualitative research approaches. The 5-7 level laddering technique systematically moves from concrete behaviors to abstract values and identity markers. This approach originated in consumer psychology and has been refined through decades of academic research and Fortune 500 application. The analysis process involves trained researchers (or AI) identifying patterns, themes, and psychological drivers across interviews—not just summarizing responses.

The ontology layer transforms research outcomes further. Rather than producing static research reports that sit in PowerPoint and lose value over time, User Intuition's proprietary ontology structures every insight into indexed, queryable knowledge. You can run future studies that reference past findings, cross-reference customer motivations across projects, and build cumulative understanding. The insights become a durable strategic asset that appreciates as you run more research. Over time, the marginal cost of new insight decreases because the system understands your customer psychology more deeply.

This methodology excels at answering strategic questions: Why do customers choose us? What identity do they want to project? What values drive loyalty? What are the psychological barriers to adoption? What positioning resonates with our target market? Results are actionable insights that inform positioning, messaging, and product strategy.

Clozd uses structured win-loss consulting analysis. Research specialists conduct interviews, take notes, and analyze responses for win-loss factors. Consultants bring domain expertise and can probe based on judgment and experience. The analysis identifies reasons for deal closure: which competitors were considered, what decision criteria mattered most, what concerns prevented closure, what might have changed the outcome. This represents legitimate analytical methodology—applied with human judgment and industry expertise.

The methodological difference reflects different research traditions and objectives. User Intuition draws from qualitative research, psychology, and interpretive social science. Clozd draws from management consulting, sales methodology, and deal-outcome analysis. Both are legitimate; your research question should determine which methodology fits better.

For research questions requiring understanding of customer identity, values, and decision psychology—and building long-term knowledge—qualitative methodology with ontology-based extraction produces more valuable results. For questions requiring analysis of why specific deals succeeded or failed, win-loss consulting methodology is more appropriate.

Traditional qualitative research takes 4-8 weeks from recruitment to final insights. User Intuition eliminates this wait entirely. Setup speed: you can design and launch a study in as little as 5 minutes. Results are real-time: as each participant completes their 30+ minute conversation, insights appear immediately in your intelligence hub. There is no batch processing, no waiting for a report. You see results from the first conversation onward, and the hub updates continuously as more data flows in.

This real-time architecture fundamentally changes how organizations use research. You can run iterative studies throughout the year. You can test positioning before announcing publicly. You can validate product direction before committing engineering resources. Research becomes part of rapid decision-making, not a lengthy project gate. The 4M+ panel of B2C and B2B participants means you never wait weeks for recruitment. Need 20 conversations? Hours. Need 200-300? 48-72 hours. Traditional research takes 4-8 weeks.

Clozd operates on a different timeline. Projects require program setup: defining research scope, recruiting won/lost prospects from your pipeline, coordinating interview schedules with prospects, conducting interviews (either with consultants or async video), transcribing and analyzing results, and delivering reports. This managed service approach typically takes days or weeks depending on pipeline velocity and prospect availability. The advantage: human expertise and relationship management. The trade-off: slower timeline than software-driven approaches.

Clozd's strength is in specific opportunity analysis. If you need to understand why Deal X closed or why Opportunity Y was lost, you can analyze that deal immediately after outcome. User Intuition's strength is in scalable research that compounds over time. If you want to build long-term customer understanding through multiple studies, User Intuition's instant iteration capability is substantially faster.

Organizations should evaluate their timing needs: Do you need real-time research results with the ability to iterate throughout the year? Or do you need focused analysis of specific won/lost deals as they occur?

User Intuition's pricing is straightforward and transparent: research scope is defined, and a clear price is quoted. Organizations pay once and receive comprehensive results—no monthly subscriptions, no surprise costs. Studies start from as low as $200 for smaller sample sizes. A typical mid-scale customer research study—30+ minute interviews with 200-300 customers, full analysis, and reporting—costs in the low-to-mid thousands range. Organizations can run multiple focused studies throughout the year at a fraction of traditional research costs.

This pricing model enables research democratization. Non-researcher teams can afford customer research. Marketing can run brand studies. Product teams can test feature positioning. Customer success teams can understand churn drivers. Customer support teams can validate common pain points. Organizations that might run one traditional research project per year can now run 5-10 focused studies on specific questions.

Clozd uses traditional consulting pricing. Per-interview pricing runs $1,500-2,000, meaning a study with 15 interviews costs $22,500-30,000 before project management, setup, or reporting overhead. Many projects have minimum engagements ($40K-100K+) and custom pricing depending on scope, timeline urgency, and consultant availability. This pricing aligns with enterprise consulting models and professional services expectations.

The pricing difference reflects fundamentally different operating models: User Intuition's streamlined operations and software-based delivery versus Clozd's traditional full-service consulting with human expertise and overhead.

For budget-constrained teams, startups, and organizations without dedicated research budgets, User Intuition's pricing removes barriers entirely. For large enterprises with existing research budgets and preference for traditional vendor relationships, Clozd's model aligns with established procurement processes and consulting expectations.

Cost-benefit analysis: User Intuition at $1,000 for 50 interviews ($20 per interview, unlimited depth) versus Clozd at $1,500-2,000 per interview reveals dramatic economics differences. A $50,000 budget supports either 25 Clozd interviews or 2,500+ User Intuition conversations—a 100x difference in research velocity.

User Intuition's broad integration strategy means that anyone on your team—not just researchers—can access high-quality insights quickly. The OpenAI and Claude integrations function as MCP (Model Context Protocol) servers, enabling you to create studies, summarize insights, and access the full platform—directly from your AI tools. This MCP architecture means User Intuition integrates across thousands of tools in the AI ecosystem, not just pre-built connectors.

Your CRM can trigger research when customer metrics change. Your product analytics tool can connect to User Intuition's intelligence hub. Your marketing automation platform can pull insights from past studies. Research becomes woven into your operational tools rather than siloed in a separate system.

Specific integrations include:

• CRM: HubSpot, Salesforce, Pipedrive, and others
• Automation: Zapier (triggering workflows based on research insights)
• AI: OpenAI and Claude via MCP server integration — create studies, summarize insights, and access the full platform capabilities across thousands of AI tools
• Payment: Stripe and Shopify (conducting research with customers who have purchased specific products)
• Analytics and tools: Custom APIs and webhooks for additional integration

This ecosystem approach means customer feedback from User Intuition studies automatically updates CRM records, triggers product team alerts, or feeds into AI systems for analysis. Ontology-based insights become living knowledge that powers your entire organization.

Clozd provides traditional enterprise integrations focused on data export and enterprise reporting infrastructure connections. The integration strategy is more focused on extracting data and delivering reports than embedding research into operational workflows. Integration approach reflects consulting-model business design.

For modern organizations using diverse technology stacks and AI tools, User Intuition's integration breadth enables research to become embedded in daily decision-making. For traditional enterprises with legacy systems and established data flows, Clozd's approach may align better with existing infrastructure.

User Intuition implements multi-layer fraud prevention on all participant sources—verification at recruitment, behavior monitoring during studies, and post-study validation. Whether recruiting your customers or using the vetted panel, the system is designed to minimize false or low-quality data. Best-in-class fraud detection means you get genuine insights from real people, not bot responses or fraudulent participants.

Data storage emphasizes security and privacy: encryption, access controls, and thoughtful data retention align with privacy-first design. The platform supports enterprise security requirements: SSO/SAML integration, detailed audit trails, and transparent data handling practices. Documentation clearly explains how participant data is processed and protected.

Compliance status: User Intuition is ISO 27001 certified, GDPR and HIPAA compliant, with SOC 2 Type II certification in progress. If you require SOC 2 Type II certification for your organization, verify current status directly with User Intuition.

Regional coverage: User Intuition supports research participants in North America, Latin America, and Europe. If you need languages or regions outside these areas, User Intuition is not currently the right fit for your research needs.

Multilingual capability: User Intuition supports 50+ languages, enabling research across diverse markets.

Clozd provides enterprise-grade security infrastructure: established compliance frameworks, third-party security certifications, and proven data center operations. The vendor has relationships with large enterprises and maintains security practices appropriate for Fortune 500 customers. US-centric operations and English-primary capability reflect security and operational structure.

Both platforms handle participant data seriously. Clozd's advantage is established security certifications and vendor track records with large enterprises. User Intuition's advantage is simplified, transparent security practices and best-in-class fraud prevention on all participant types.

For organizations requiring HIPAA compliance, SOC 2 Type II certification, or other specific compliance mandates, verify current status with each vendor. For organizations prioritizing data minimization, transparent security practices, and fraud prevention on participant data, User Intuition's approach is preferable. For global research teams needing coverage beyond North America, Latin America, and Europe, User Intuition's 50+ language capability provides broader support than Clozd's English-primary focus.