January 27, 2026
Traditional expert networks have dominated primary research for decades by renting access to experts. But a shift is underway as companies discover the strategic advantage of building and owning their research networks. This article explores why owned networks are becoming the smarter long-term investment in 2026's fast-moving business landscape.
Articles
For decades, the primary research landscape has been dominated by expert networks that operate on a simple premise: they own access to experts and rent it to you. Companies like GLG, AlphaSights, and Third Bridge built billion-dollar businesses on this broker model. But as we move deeper into 2026, a fundamental shift is happening. Forward-thinking teams are moving away from renting access toward building and owning their research networks.
Traditional expert networks follow a consistent playbook:
They own the supply: These firms maintain databases of thousands to millions of experts across industries.
They broker connections: When you need insights, you pay them to connect you with relevant experts from their pool.
You pay premium fees: The pricing includes access, the matching process, compliance checks, and significant markup.
The relationship stays with them: After the call ends, the connection remains with the broker, not with you.
This model thrived because it solved the hard problem of finding relevant experts quickly. According to a 2025 survey by Integrity Research, the expert network industry reached $2.1 billion in revenue, growing 15% year-over-year despite economic headwinds.
Despite their success, traditional expert networks have limitations that are increasingly problematic in today's business environment:
The broker layer adds significant costs. A typical one-hour expert call through traditional networks costs between $1,000-$1,500. For a modest 30-interview research project, that quickly escalates to $30,000-$45,000 in fees.
The matching process, while professional, introduces delays. According to a 2025 study by Research Resource Review, the average time from request to completed interview is 8.5 days using traditional expert networks.
Perhaps most critically, you build no lasting advantage. Each project starts from zero, and you continually pay to access the same types of experts, sometimes even the same individuals.
The alternative approach gaining traction is building and owning your research network. This shift is enabled by new technologies that make direct recruitment and network management more efficient:
Platforms now exist that help teams turn their existing LinkedIn connections and accounts into powerful recruitment engines. Rather than renting access, companies deploy technology to reach out directly to precise targets.
The math becomes compelling quickly:
Lower per-interview costs: Direct recruitment typically costs 40-60% less per interview than traditional expert networks.
Network equity: Each expert you connect with becomes part of your professional network, creating a compounding advantage.
Faster time-to-insight: According to early adopters, owned networks reduce time-to-insight by an average of 65% for strict target criteria.
A mid-sized SaaS company specializing in supply chain solutions transitioned from traditional expert networks to an owned network approach in early 2025. Their results after 12 months:
"We're getting better insights faster and building relationships that continue to pay dividends," their VP of Product noted. "The experts we speak with are now part of our extended network, providing ongoing value beyond the initial conversation."
Smart companies aren't making this an either/or decision. The most effective strategy often involves:
Building owned networks for recurring research needs and target profiles
Using traditional networks selectively for one-off, highly specialized needs
Leveraging new AI tools to extract more value from all primary research
According to a 2026 survey of research leaders by Market Intelligence Quarterly, 72% of companies now employ some form of hybrid approach, up from just 31% in 2023.
Owned networks aren't universally superior for every scenario. Traditional expert networks still offer advantages for:
However, the calculus strongly favors owned networks for:
The owned network revolution is powered by technological advances:
New platforms can pool organizational LinkedIn accounts into a single outreach engine, maintaining professional standards while dramatically increasing reach.
Artificial intelligence now transforms raw interviews into structured insights within hours, not days. According to research firm Gartner, AI-powered research synthesis reduces analysis time by up to 80%.
Purpose-built CRMs for research relationships help teams maintain and leverage their expert networks over time.
Companies successfully transitioning to owned networks typically follow a staged approach:
Pilot project: Start with a single research initiative in a well-defined area.
Measure comprehensively: Track not just cost savings, but also time-to-insight, expert quality, and relationship durability.
Build internal capability: Develop templates and processes for direct outreach that maintain professionalism and compliance.
Scale systematically: Expand to additional research areas, leveraging the network effects of your growing expert pool.
As we look toward the latter half of 2026 and beyond, owned research networks will increasingly become a source of competitive advantage. The companies with the strongest, most engaged expert networks will:
The shift from rented to owned networks represents more than a cost-saving measure—it's a fundamental rethinking of primary research as a strategic asset rather than a transactional service.
The question for research leaders is no longer just "How do we get the insights we need today?" but "How do we build a research capability that compounds in value over time?"
As markets move faster and decisions become more consequential, the companies that own their research networks will increasingly outpace those still renting access. The 2026 rethink is just beginning, but the direction is clear: ownership creates advantage.
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