Gather / Gather research
How technology decisions get made.
The B2B persona report series. Explore how security leaders, IT leaders, and technical evaluators make decisions.
Explore the seriesTHE GATHER RESOURCE LIBRARY
A closer look at
how buyers think.
Original research on buying decisions, marketing investment, and customer understanding. Read every report in one place.
ORIGINAL GATHER RESEARCHTHE B2B PERSONA REPORT SERIES
How technology
decisions get made.
388 respondents. Three buyer perspectives. Four reports on the evidence, trade-offs, and trust behind a technology decision.
Explore the seriesFIND YOUR NEXT PERSPECTIVE
Gather reports.
Gather / Gather research
Security leaders need the boundaries to be clear.
Technology evaluation, trust, buying criteria, and the conditions that change a recommendation.
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IT leaders weigh the cost of getting there.
Technology buying, implementation, and the trade-offs that shape a recommendation.
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Technical evaluators move when the benefit is demonstrated.
Product evidence, evaluation, and the benefits that move a buying decision.
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One buying journey. Three different tests.
Compare how security leaders, IT leaders, and technical evaluators assess technology and weigh evidence.
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The GEO/AEO Investment Race
How marketing leaders are responding to the shift to AI search.
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Marketing Leaders 2026
The priorities shaping marketing decisions and budgets.
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B2B Marketing ROI
How marketers connect their work to business outcomes.
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The Customer Research Crisis
A closer look at the gap between customer questions and answers.
Read the researchNo matching resources. Try another company or topic.
What would you ask
your buyers?
Start with the question that matters to your business.