Designing B2B buyer panels that survive audit review

Sample-size math is only a third of the problem. Panel provenance is the rest.

The expert network category has been remarkably stable for a decade. A handful of incumbents grew large by owning distribution — the phone books, the compliance workflows, the invoicing rails. That stability is beginning to break.

Two shifts, running in parallel, are pushing the market past its current shape. The first is technical: LLM-mediated matching means the marginal cost of finding a specific voice is falling — and buyer patience for slow first-pass matching is falling faster. The second is behavioral: sponsor-side teams increasingly refuse to accept the same three names the network offers everyone else.

"The network you trust is the one that says 'we don't have that person — we'll find them.'"

What replaces the current model isn't clear yet. What is clear is that the winners will do less brokerage and more research — with senior humans defining scope and owning outputs end-to-end.

We built Veritus around that thesis. This publication is where we'll show our work.