Table 125 Aug 2026From “A voice-of-customer acquisition is not customer knowledge”

The public evidence ladder

Each artifact carries a different inference. The missing customer outcome is part of the result, not a gap to hide.

Table 1The public evidence ladder

Public artifact	Observable fact	Safe conclusion	What remains missing
Kraftful announcement, 10 July 2025	Kraftful described joining Amplitude and a native Voice of Customer direction	The acquired company stated an integration intent	Delivery, usage, customer response
Amplitude 2025 Form 10-K	The acquisition was completed on 3 July 2025; the filing describes the technology integration	The transaction and first-party integration account are documented	Independent validation of the integration
AI Feedback disclosure in the 2025 filing	AI Feedback was reported as launched in November 2025 following the Kraftful acquisition	A dated product disclosure exists	Customer adoption, usage depth, and value created
Customer or business outcome	No Kraftful-specific adoption or outcome measure was found in the bounded record	The public record has an outcome boundary	Customer-level data, a defined cohort, and a comparison path

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Source: Author's synthesis of the Kraftful announcement and Amplitude's 2025 Form 10-K. The filing claims are first-party disclosures. The ladder does not establish customer adoption or business impact.

PNG4:3, 1600 × 1200, with the title, the source line and the attribution set in the image isoglu-2026-what-a-voice-of-customer-acquisition-can-prove-fig01.png

Source and evidence

Each line names a claim related to this exhibit, its source, and how it was checked.

B AK25-C1 The filing's own sentence: "On July 3, 2025, the Company completed the acquisition of Kraftful, Inc." by acquiring all of its outstanding capital stockAmplitude 2025 Form 10-K, business-combination note, accession 0001193125-26-057847
B AK25-C2 And the stated purpose, verbatim: "integrating Kraftful's Voice of Customer Technology to unite quantitative user behavioral data and qualitative user feedback into Amplitude". A first-party disclosure, so it records an intention and not an outcomeAmplitude 2025 Form 10-K, investments in platform and goodwill note
B AK25-C3 Amplitude's 2025 filing records AI Feedback as launched in November 2025Amplitude 2025 Form 10-K, product launches section
B AK25-C4 The same filing says AI Feedback was developed following the July Kraftful acquisitionAmplitude 2025 Form 10-K, product launches section
B AK25-C5 Kraftful described the product as joining Amplitude and planned a native Voice of Customer integrationKraftful, "Kraftful is joining Amplitude," 10 July 2025, page capture

Grades: A, verified against the printed page of the primary source · B, primary source, text layer only · C, authoritative secondary · D, reported.

From the essay

Go-to-market strategy

A voice-of-customer acquisition is not customer knowledge

The Amplitude-Kraftful case shows what an announcement, filing, product disclosure, and customer outcome can each prove, and where inference must stop.

25 Aug 2026

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APA 7

Isoglu, S. (2026). The public evidence ladder [Table]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-what-a-voice-of-customer-acquisition-can-prove-fig01/

BibTeX

@misc{isoglu-2026-what-a-voice-of-customer-acquisition-can-prove-fig01,
  author = {Isoglu, Sinan},
  title = {{The public evidence ladder}},
  year = {2026},
  howpublished = {Table 1, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-what-a-voice-of-customer-acquisition-can-prove-fig01/},
  note = {From the essay {A voice-of-customer acquisition is not customer knowledge}}
}

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<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-a-voice-of-customer-acquisition-can-prove-fig01/">
    <img src="https://isoglu.com/social/isoglu-2026-what-a-voice-of-customer-acquisition-can-prove-fig01.png" alt="Table 1: The public evidence ladder" width="3200" height="2400">
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  <figcaption>Table 1: The public evidence ladder. Source: Author&#39;s synthesis of the Kraftful announcement and Amplitude&#39;s 2025 Form 10-K. The filing claims are first-party disclosures. The ladder does not establish customer adoption or business impact. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-a-voice-of-customer-acquisition-can-prove-fig01/">View exhibit</a>.</figcaption>
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