The Money Menagerie

[Vinc81]

When looking for more information and feedback from customers of a company in the B2B field you'd look to invest in, what are the usual steps you take? Do you contact their customers directly, or do you ask the founder / contact of the company you're doing due diligence for to hook you up with some customers to get feedback from them?

I'm thinking the first option has the advantage of getting a rather objective response, where the second option would hava chance to get a tainted form of feedback, but is probably a more proper solution.

Thoughts/experiences?