Knit Analysis: $16M Raised

Create and launch surveys quickly; Analyze both quantitative and qualitative data; Generate reports with actionable insights; Validate respondent authenticity through video; Streamline research processes for faster results.

Raised $16.1M in Series A funding; Trusted by major brands like Amazon and Harman; Focuses on combining AI with human expertise for research.

Knit employs a hybrid go-to-market (GTM) strategy that combines elements of both product-led growth (PLG) and sales-led approaches.

Upon analyzing Knit’s website, several key aspects of their GTM strategy emerged. The homepage prominently features a "Book a Demo" option, indicating a willingness to engage with potential customers through a sales-led approach. However, the emphasis on their AI-driven platform, which automates research processes and allows for quick survey creation, suggests a product-led growth element as well.

While specific pricing details are not publicly displayed, the messaging emphasizes cost-effectiveness compared to traditional research agencies, hinting at a pricing structure that may appeal to both small teams and larger enterprises. The presence of customer testimonials from notable brands like Amazon and Harman International indicates a focus on building credibility and trust, which is often characteristic of sales-led strategies.

Additionally, Knit provides various educational resources, including blogs and reports, which support self-service learning and indicate a commitment to empowering users—another hallmark of product-led growth. This combination of self-service resources and structured sales engagement suggests that Knit is optimizing for both rapid user adoption and high-touch relationships, catering to a diverse range of customer needs.

Knit has collaborated with several notable clients, including:

1. Amazon Devices: They have highlighted the seamless integration of human expertise and AI in their research processes.
2. Harman International: They sought quick-turn solutions for unfiltered consumer feedback, showcasing a collaborative relationship with Knit.
3. NASCAR: Used Knit to gather and analyze fan input to guide their in-season tournament launch strategy.
4. Mars Wrigley: A multi-billion-dollar company that utilizes Knit for various research needs across its extensive brand portfolio.
5. JBL: Engaged Knit for concept testing of video content through consumer preferences and feedback.
6. Overtime: Worked with Knit to measure brand lift and identify purchase intent for campaign improvements.
7. The Aluminum Association: Leveraged insights from Knit to refine messaging and improve consumer awareness.
8. The Fertilizer Institute: Improved marketing metrics significantly with Knit’s insights.

These relationships indicate that Knit provides valuable research insights that help these organizations optimize their strategies and marketing efforts.

Knit has participated in several trade shows and conferences over the past year. Here are the details of the events they are involved in:

1. IIEX.AI 2025

   • Date: October 15, 2025
   • Format: Virtual

2. Insights Platforms: Insight to Action Summit 2025

   • Date: October 21, 2025
   • Format: Virtual

3. TMRE 2025

   • Date: October 28, 2025
   • Location: Las Vegas, NV

4. Road to Research Week NYC 2025

   • Date: November 14, 2025
   • Location: New York, NY

5. Quirks Global Virtual Event 2025

   • Date: November 18, 2025
   • Format: Virtual

These events highlight Knit’s active participation in the research and insights community, showcasing their innovative AI-driven solutions.