Table 225 Aug 2026From “A voice-of-customer acquisition is not customer knowledge”

The outcome boundary

The stronger the sentence, the more specific the observation and comparison it requires.

Table 2The outcome boundary

Sentence a case wants to make	Minimum evidence needed	What B07 currently has
Customers were heard	A defined feedback source and an observation of what was collected	A disclosed Voice of Customer capability
Customers used the product	Customer-level activation or usage data with a time window	A company-reported November launch
Customers changed behaviour	A before and after behaviour measure or a valid comparison group	No Kraftful-specific behaviour measure
Retention improved	A defined cohort, retention definition, and comparison path	No acquisition-specific retention path
The acquisition caused the result	A counterfactual or credible identification strategy	No causal identification in the public record

Swipe or scroll horizontally if the table is wider than your screen.

Source: Author's operating test derived from the B07 case record. It separates first-party disclosure from customer observation and causal attribution.

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-fig02.png

Source and evidence

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

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

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

Read the essay

This exhibit belongs to an essay: the numbers live here, the argument lives there.

Cite or embed

APA 7

Isoglu, S. (2026). The outcome boundary [Table]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-what-a-voice-of-customer-acquisition-can-prove-fig02/

BibTeX

@misc{isoglu-2026-what-a-voice-of-customer-acquisition-can-prove-fig02,
  author = {Isoglu, Sinan},
  title = {{The outcome boundary}},
  year = {2026},
  howpublished = {Table 2, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-what-a-voice-of-customer-acquisition-can-prove-fig02/},
  note = {From the essay {A voice-of-customer acquisition is not customer knowledge}}
}

Embed this exhibit

Copy this HTML to use the PNG exhibit on your site with its source line and a link back to the exhibit page.

<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-a-voice-of-customer-acquisition-can-prove-fig02/">
    <img src="https://isoglu.com/social/isoglu-2026-what-a-voice-of-customer-acquisition-can-prove-fig02.png" alt="Table 2: The outcome boundary" width="3200" height="2400">
  </a>
  <figcaption>Table 2: The outcome boundary. Source: Author&#39;s operating test derived from the B07 case record. It separates first-party disclosure from customer observation and causal attribution. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-a-voice-of-customer-acquisition-can-prove-fig02/">View exhibit</a>.</figcaption>
</figure>