Full-Funnel Research
Research for every stage of the funnel.
From brand awareness to customer retention, Gather powers AI-led research across the entire marketing funnel — delivering insight at the speed your business moves.
Awareness
Brand Health Tracking
Know exactly where your brand stands. Continuously. On autopilot.
Awareness
Brand marketing, CMO office, corporate communications
B2C (retail, CPG, QSR, consumer internet, financial services), B2B (SaaS, professional services, fintech)
Brand perception doesn't wait for quarterly reports. It shifts with every campaign, every PR cycle, every competitor launch. But most teams are flying blind between expensive tracking studies that take weeks to field and months to analyze.
Gather runs continuous brand health studies on autopilot — interviewing your ICP, analyzing sentiment, tracking awareness, and surfacing perception shifts as they happen. No survey fatigue. No agency timelines. No six-figure annual contracts.
How it works
- 01
Tell Gather what you want to track — brand awareness, perception, consideration, NPS, or custom dimensions.
- 02
Gather designs the interview guide, recruits from your target audience, and conducts AI-moderated depth interviews at scale.
- 03
Results are analyzed in real time. Gather identifies trends, flags shifts, and produces board-ready reports with full statistical context.
- 04
Set it to run weekly, monthly, or quarterly — Gather handles everything from recruitment to delivery.
Metrics moved
- Brand awareness lift
- Share of voice
- Brand favorability trends
- Competitive gap analysis
- Campaign effectiveness measurement
Traditional brand tracking takes 6–8 weeks per wave and costs $50,000–$150,000 annually. Gather delivers the same depth of insight in 48 hours per wave at a fraction of the cost, with continuous monitoring that never goes stale.
Ad Testing
Test ads before you spend. Know what works before the budget is committed.
Awareness
Performance marketing, creative teams, media buying, brand marketing
All industries with paid media budgets — B2C (retail, CPG, QSR, ecommerce, financial services), B2B (SaaS, fintech, professional services)
Every dollar spent on an untested ad is a gamble. Most teams either skip testing entirely or rely on quant surveys that tell you what people clicked but not why. Gather brings qualitative depth to ad testing at quantitative speed.
Upload your creative concepts — video, display, social, audio — and Gather will recruit your target audience, conduct in-depth interviews about each concept, and deliver a clear recommendation with supporting evidence in 48 hours.
How it works
- 01
Upload your ad concepts (video, static, audio, or copy) and define your target audience.
- 02
Gather recruits respondents matching your ICP and conducts AI-moderated interviews exploring reactions, comprehension, emotional response, and purchase intent.
- 03
Each concept is scored across key dimensions. Gather identifies which elements resonate, which fall flat, and why.
- 04
You receive a comparative analysis with specific recommendations for optimization before you commit media spend.
Metrics moved
- Ad recall and recognition rates
- Creative effectiveness scores
- Message comprehension and clarity
- Emotional resonance measurement
- Media spend optimization (reducing waste on underperforming creative)
Traditional ad testing takes 3–6 weeks and costs $15,000–$40,000 per study through agencies. Gather delivers comparable depth of insight in 48 hours at a fraction of the cost, enabling you to test more concepts and iterate faster.
Interest
Messaging and Positioning Research
Find the words that move your market. Before your competitors do.
Interest
Product marketing, brand marketing, content marketing, growth marketing
B2B (SaaS, fintech, professional services, cybersecurity), B2C (ecommerce, consumer internet, financial services, health and wellness)
Your product might be incredible, but if your messaging doesn't land, nobody will ever know. Most positioning work is done by committee, gut feel, or expensive consultants who deliver a brand book six months later.
Gather interviews your target buyers directly — testing headlines, value propositions, positioning statements, and competitive frames — then tells you exactly which messages resonate, which ones miss, and why.
How it works
- 01
Provide your messaging alternatives — taglines, positioning statements, value propositions, competitive comparisons.
- 02
Gather recruits respondents matching your buyer persona and conducts in-depth interviews exploring comprehension, emotional response, differentiation, and purchase intent for each alternative.
- 03
Results are analyzed comparatively. Gather identifies the strongest messaging framework and provides specific language recommendations backed by direct buyer quotes.
- 04
Use the output to align your team around messaging that's been validated by the market, not by internal opinions.
Metrics moved
- Message comprehension and clarity scores
- Competitive differentiation strength
- Value proposition resonance
- Conversion rate improvement (when validated messaging is deployed)
- Sales cycle acceleration (through clearer positioning)
Traditional messaging research takes 4–8 weeks through agencies and costs $20,000–$50,000 per study. Gather delivers validated messaging recommendations in 48–72 hours, enabling faster go-to-market and more confident positioning decisions.
Concept Testing
Validate ideas before you build. Kill bad ones before they cost you.
Interest
Product management, product marketing, innovation teams, strategy
B2B (SaaS, fintech, enterprise software), B2C (ecommerce, consumer internet, CPG, QSR, media and entertainment)
Building the wrong product or feature is the most expensive mistake a team can make. Concept testing should happen before engineering starts, not after launch when it's too late to pivot.
Gather takes your product concepts, feature ideas, or business models to your target market and conducts in-depth qualitative interviews that reveal not just whether people like the idea, but why — and what would make them actually pay for it.
How it works
- 01
Describe your concept — product features, pricing models, new service offerings, or business model changes.
- 02
Gather recruits respondents from your target market and conducts AI-moderated depth interviews exploring interest, willingness to pay, perceived value, and comparison to existing alternatives.
- 03
Each concept is evaluated across key dimensions including appeal, uniqueness, relevance, and purchase intent. Gather identifies the drivers and barriers for each.
- 04
You receive a prioritized recommendation with specific insights about what to build, what to modify, and what to kill — supported by direct customer language.
Metrics moved
- Concept viability scores
- Willingness-to-pay indicators
- Feature prioritization clarity
- Reduced product development risk
- Faster time-to-market for validated concepts
Traditional concept testing takes 4–6 weeks and costs $25,000–$60,000 per study. Gather delivers concept validation in 48–72 hours, letting you test more ideas, fail faster on bad ones, and invest confidently in winners.
Content Preference Research
Stop guessing what content your audience wants. Ask them.
Interest
Content marketing, demand generation, SEO, editorial, social media
B2B (SaaS, fintech, professional services, consulting), B2C (ecommerce, media, health and wellness, education)
Most content strategies are built on assumptions, SEO tools, and whatever performed well last quarter. But search volume doesn't tell you what your audience actually values, and past performance doesn't predict future interest.
Gather interviews your target audience about their content consumption habits, information needs, preferred formats, and trusted sources — then delivers a content strategy grounded in what buyers actually want, not what you think they want.
How it works
- 01
Define your audience and the content categories you want to explore — topics, formats, channels, frequency, depth.
- 02
Gather recruits respondents matching your target audience and conducts interviews exploring their information journey, content preferences, trusted sources, and unmet needs.
- 03
Results reveal content gaps, format preferences, and topic priorities — ranked by audience interest and competitive opportunity.
- 04
Use the insights to build a content calendar that reflects actual demand, not guesswork.
Metrics moved
- Content engagement rates
- Organic traffic growth
- Content-to-lead conversion rates
- Social sharing and amplification
- Audience retention and return visit rates
Building a content strategy from scratch typically takes 4–8 weeks of research, analysis, and planning. Gather delivers audience-validated content intelligence in 48–72 hours, giving your team a head start on creating content that actually resonates.
Consideration
Competitive Intelligence
Know what your competitors can't tell you about themselves.
Consideration
Product marketing, competitive intelligence, strategy, sales enablement
B2B (SaaS, fintech, cybersecurity, enterprise software), B2C (ecommerce, financial services, insurance, telecom)
Competitive intelligence shouldn't come from LinkedIn stalking and G2 reviews. The most valuable competitive insights come from the people who actually evaluate, buy, and use competing products — your target market.
Gather interviews buyers and users in your competitive landscape, uncovering switching triggers, loyalty drivers, perception gaps, and unmet needs that your competitors aren't addressing. This isn't desk research — it's primary intelligence from the market itself.
How it works
- 01
Define your competitive set and the questions you need answered — switching behavior, satisfaction drivers, perception gaps, feature comparisons.
- 02
Gather recruits respondents who are current users, recent evaluators, or recent churners from competing products and conducts in-depth AI-moderated interviews.
- 03
Results are analyzed to identify competitive vulnerabilities, positioning opportunities, and switching triggers. Gather maps the competitive landscape from the buyer's perspective, not from marketing pages.
- 04
You receive a competitive intelligence briefing with specific recommendations for positioning, messaging, and product differentiation.
Metrics moved
- Win rate improvement against specific competitors
- Competitive positioning effectiveness
- Sales objection handling improvement
- Product roadmap prioritization based on competitive gaps
- Market share defense and expansion
Traditional competitive research takes 6–10 weeks and costs $30,000–$75,000 through specialized firms. Gather delivers primary competitive intelligence in 48–72 hours, enabling faster response to competitive threats and more confident go-to-market decisions.
Buyer Persona and Segmentation Research
Build personas from real conversations, not fictional composites.
Consideration
Product marketing, demand generation, sales, content marketing, ABM
B2B (SaaS, fintech, enterprise software, professional services), B2C (ecommerce, financial services, health and wellness, education)
Most buyer personas are aspirational fiction — created in workshops by people who haven't talked to a customer in months. They describe who you wish your buyers were, not who they actually are.
Gather interviews your actual target market at scale, identifying real behavioral segments, decision-making patterns, information sources, and buying triggers. The result is persona documentation grounded in primary research, not assumptions.
How it works
- 01
Define your target market segments and the dimensions you want to explore — decision-making process, information sources, evaluation criteria, buying triggers, organizational dynamics.
- 02
Gather recruits respondents across your target segments and conducts in-depth AI-moderated interviews exploring the full buying journey.
- 03
Results are clustered into behavioral segments based on actual patterns, not demographics. Gather identifies the key differentiators between segments and the triggers that move each from awareness to purchase.
- 04
You receive detailed persona profiles with direct quotes, behavioral patterns, and specific recommendations for how to reach, engage, and convert each segment.
Metrics moved
- Campaign targeting precision
- Content relevance and engagement by segment
- Sales conversation effectiveness
- ABM program performance
- Marketing-to-sales alignment on target buyer definition
Traditional persona research takes 8–12 weeks and costs $40,000–$100,000 through agencies. Gather delivers research-backed personas in 1–2 weeks (including multiple rounds of interviews), at a fraction of the cost, with the ability to refresh personas as your market evolves.
Vertical-Specific Research and Content
Speak every vertical's language. With proof, not guesswork.
Consideration
Product marketing, sales enablement, content marketing, ABM, vertical marketing
Primarily B2B SaaS and enterprise software companies pursuing vertical go-to-market strategies, but also applicable to B2B financial services, professional services, and technology companies
Going vertical is one of the most effective growth strategies in B2B — but it requires deep understanding of each industry's specific challenges, buying processes, and success metrics. Most teams can't afford to run custom research for every vertical they target.
Gather conducts vertical-specific research programs that interview buyers and users within specific industries, uncovering the language, priorities, and pain points that make your messaging feel native to each vertical.
How it works
- 01
Identify the verticals you want to penetrate or deepen — healthcare, financial services, manufacturing, retail, etc.
- 02
Gather recruits respondents from each vertical and conducts in-depth interviews exploring industry-specific challenges, buying processes, success criteria, and competitive landscape.
- 03
Results are organized by vertical with cross-vertical comparisons. Gather identifies the unique positioning angles, objection patterns, and value propositions that resonate in each industry.
- 04
You receive vertical playbooks with messaging frameworks, case study angles, and content recommendations specific to each industry — all backed by primary buyer research.
Metrics moved
- Vertical pipeline growth
- Win rates within target verticals
- Content engagement by vertical segment
- Sales cycle length reduction in targeted verticals
- Vertical-specific NPS and expansion revenue
Building a vertical go-to-market strategy typically takes 3–6 months of research, content development, and sales enablement. Gather delivers vertical intelligence in 1–2 weeks per industry, enabling you to launch vertical plays 5–10x faster than traditional approaches.
Decision
Pricing and Packaging Research
Price with confidence. Package for conversion. Backed by buyer data.
Decision
Product management, product marketing, finance, revenue operations, pricing strategy
B2B (SaaS, fintech, enterprise software, professional services), B2C (ecommerce, subscription services, financial services, insurance)
Pricing is the single highest-leverage decision in your business — and most teams make it based on competitor benchmarking, cost-plus math, or gut feel. The result is money left on the table, deals lost to sticker shock, and packaging that confuses rather than converts.
Gather interviews your target buyers about pricing sensitivity, packaging preferences, willingness to pay, and value perception — giving you the data to set prices that maximize revenue and structure packages that accelerate deal velocity.
How it works
- 01
Define your pricing questions — willingness to pay, feature-to-tier mapping, pricing model preferences (per-seat, usage-based, flat rate), competitive price positioning.
- 02
Gather recruits respondents matching your buyer profile and conducts in-depth AI-moderated interviews exploring price sensitivity, value perception, and purchasing decision criteria.
- 03
Results are analyzed using Van Westendorp, Gabor-Granger, or conjoint-style frameworks adapted for qualitative depth. Gather identifies optimal price ranges, packaging configurations, and the value drivers that justify premium pricing.
- 04
You receive specific pricing and packaging recommendations with supporting buyer quotes and a clear rationale for each decision.
Metrics moved
- Revenue per customer optimization
- Conversion rate by pricing tier
- Deal velocity improvement
- Reduced discounting frequency
- Package-to-value alignment scores
Traditional pricing research takes 6–10 weeks and costs $40,000–$100,000 through specialized consulting firms. Gather delivers pricing intelligence in 48–72 hours, enabling faster pricing decisions and more frequent testing as your market evolves.
Purchase Criteria Research
Know exactly what makes buyers say yes. And what makes them walk away.
Decision
Sales enablement, product marketing, revenue operations, customer success
B2B (SaaS, enterprise software, fintech, professional services, cybersecurity), B2C (financial services, insurance, automotive, real estate, education)
Every lost deal had a reason. Every won deal had a trigger. But most teams don't systematically understand the criteria buyers use to make purchase decisions — they rely on anecdotal win/loss reports and sales intuition.
Gather interviews buyers at the decision stage — recent purchasers, active evaluators, and recent churners — to map the complete decision framework: what criteria matter most, how alternatives are compared, who influences the decision, and what ultimately tips the scale.
How it works
- 01
Define the purchase decision you want to understand — new purchase criteria, renewal/expansion factors, switching triggers, or competitive evaluation frameworks.
- 02
Gather recruits respondents who have recently made (or are actively making) relevant purchase decisions and conducts in-depth AI-moderated interviews.
- 03
Results map the complete decision framework: evaluation criteria ranked by importance, dealbreakers, nice-to-haves, information sources used during evaluation, and the moments that tipped the decision.
- 04
You receive a decision framework analysis with specific recommendations for sales enablement, marketing content, and product positioning — aligned to how buyers actually make decisions.
Metrics moved
- Win rate improvement
- Sales cycle length reduction
- Objection handling effectiveness
- Content influence on purchase decisions
- Competitive win rate against specific alternatives
Traditional win/loss analysis takes 4–8 weeks and costs $20,000–$50,000 per study. Gather delivers purchase criteria intelligence in 48–72 hours, and can run continuous win/loss programs that keep your sales team aligned with how buyers actually decide.
CX and Advocacy
Customer Experience and Advocacy
Turn customers into advocates. By actually listening to them.
CX & Advocacy
Customer success, customer experience, product management, marketing (advocacy and community)
B2B (SaaS, enterprise software, fintech, professional services), B2C (ecommerce, subscription services, financial services, hospitality, healthcare)
NPS scores tell you how customers feel. They don't tell you why. And they definitely don't tell you what to do about it.
Gather conducts in-depth interviews with your customers — promoters, passives, and detractors — to understand the full experience journey, identify moments of delight and friction, and surface the specific actions that will drive retention, expansion, and advocacy.
How it works
- 01
Define what you want to understand — onboarding experience, product satisfaction, support quality, renewal likelihood, advocacy potential, or the full customer journey.
- 02
Gather recruits from your customer base (you can provide a list or Gather can recruit from your ICP) and conducts in-depth AI-moderated interviews.
- 03
Results identify the moments that matter most — the experiences that drive loyalty, the friction points that drive churn, and the gaps between what customers expect and what they receive.
- 04
You receive a customer experience assessment with prioritized recommendations, customer quotes for internal alignment, and specific action plans for product, success, and marketing teams.
Metrics moved
- Net Revenue Retention (NRR) improvement
- Customer satisfaction (CSAT) and NPS improvement
- Churn reduction
- Expansion revenue growth
- Customer advocacy and referral rates
Traditional CX research programs take 6–12 weeks and cost $30,000–$80,000 per engagement. Gather delivers customer experience intelligence in 48–72 hours, enabling continuous listening programs that catch issues before they become churn events.
Churn Analysis
Understand why customers leave. Before the next one does.
CX & Advocacy
Customer success, product management, revenue operations, executive leadership
B2B (SaaS, enterprise software, fintech, professional services), B2C (subscription services, ecommerce, financial services, telecom, insurance)
Exit surveys capture frustration. They don't capture understanding. By the time a customer has churned, the damage is done — but the learning opportunity is immense if you know how to capture it.
Gather interviews recently churned customers and at-risk accounts to understand the complete churn journey — from the first sign of disengagement to the final decision to leave. This isn't a 3-question exit survey. It's a deep conversation that reveals systemic issues and actionable prevention strategies.
How it works
- 01
Define your churn analysis scope — recently churned customers, at-risk accounts flagged by health scores, customers who downgraded, or customers who chose a competitor.
- 02
Gather recruits from your churned or at-risk customer list and conducts in-depth AI-moderated interviews exploring the decision journey, trigger events, competitive factors, and what could have changed the outcome.
- 03
Results are analyzed to identify churn patterns, leading indicators, and root causes — categorized by preventability and impact. Gather distinguishes between product gaps, service failures, pricing issues, and competitive losses.
- 04
You receive a churn intelligence report with specific recommendations for product, CS, and marketing — including early warning indicators your team can monitor proactively.
Metrics moved
- Churn rate reduction
- Early warning indicator identification
- Save rate improvement for at-risk accounts
- Product roadmap prioritization based on churn drivers
- Customer lifetime value (CLV) increase
Traditional churn analysis takes 4–8 weeks and costs $25,000–$60,000 per study. Gather delivers churn intelligence in 48–72 hours, and can run continuous churn monitoring programs that alert your team to emerging patterns before they become trends.
Content Engine
Turn research into content, automatically.
Every Gather study generates more than insights — it generates content. The same research that informs your strategy automatically feeds your content pipeline.
Thought Leadership Reports
Research-backed long-form content that positions your brand as the authority in your category.
Email Campaigns
Sequenced email copy built from real customer language — the words your buyers actually use.
Blog Posts & Articles
SEO-optimized content grounded in customer insight, not editorial guesswork.
Social Content
Platform-native posts derived from interview highlights and trending audience themes.
Sales Enablement
Battlecards, objection handlers, and positioning docs built from win/loss and competitive research.
Ad Creative Briefs
Creative briefs written from customer language — what resonates, what repels, and why.
Frequently Asked Questions
What research use cases does Gather support?+
Gather covers the full marketing funnel: brand awareness tracking, competitive intelligence, ad and messaging testing, concept validation, purchase criteria analysis, pricing research, customer experience measurement, churn analysis, and advocacy/review generation.
Can Gather track brand health over time?+
Yes. Gather runs ongoing brand health tracking studies that measure awareness, perception, consideration, and loyalty on a monthly or quarterly basis. Real-time dashboards show trends and competitive benchmarks.
How does Gather help with competitive intelligence?+
Gather interviews your target buyers about their perceptions of you and your competitors. This reveals competitive positioning gaps, messaging advantages, and market opportunities that surveys miss.
Can Gather help reduce customer churn?+
Yes. Gather conducts AI-moderated exit interviews and at-risk customer research to identify the root causes of churn. Clients have seen 20-30% reductions in churn by acting on Gather's churn analysis insights.
How does Gather support ad and messaging testing?+
Gather tests ad concepts, messaging frameworks, and value propositions with target buyers through conversational interviews. Unlike A/B testing, it reveals why certain messages resonate and provides optimization recommendations.
Get Started
Which research question do you need answered first?
Book a 30-minute demo and tell us what you're trying to learn. We'll show you exactly how Gather would approach it.
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