Use Cases · Decision
Purchase Criteria Research
Know exactly what makes buyers say yes. And what makes them walk away.
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
From question to insight
Define the purchase decision you want to understand — new purchase criteria, renewal/expansion factors, switching triggers, or competitive evaluation frameworks.
Gather recruits respondents who have recently made (or are actively making) relevant purchase decisions and conducts in-depth AI-moderated interviews.
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.
You receive a decision framework analysis with specific recommendations for sales enablement, marketing content, and product positioning — aligned to how buyers actually make decisions.
Who it serves
- Funnel stage
- Decision
- Teams
- Sales enablement, product marketing, revenue operations, customer success
- Industries
- B2B (SaaS, enterprise software, fintech, professional services, cybersecurity), B2C (financial services, insurance, automotive, real estate, education)
What you measure
- ›Win rate improvement
- ›Sales cycle length reduction
- ›Objection handling effectiveness
- ›Content influence on purchase decisions
- ›Competitive win rate against specific alternatives
Time & cost
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.
See a sample Purchase Criteria Research report →Frequently Asked Questions
How fast can Gather deliver purchase criteria research?+
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.
Who uses Gather for purchase criteria research?+
Sales enablement, product marketing, revenue operations, customer success. Typical industries include B2B (SaaS, enterprise software, fintech, professional services, cybersecurity), B2C (financial services, insurance, automotive, real estate, education).
How does Purchase Criteria Research work on Gather?+
Define the purchase decision you want to understand — new purchase criteria, renewal/expansion factors, switching triggers, or competitive evaluation frameworks. Gather recruits respondents who have recently made (or are actively making) relevant purchase decisions and conducts in-depth AI-moderated interviews. 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. You receive a decision framework analysis with specific recommendations for sales enablement, marketing content, and product positioning — aligned to how buyers actually make decisions.
Related use cases
Run your purchase criteria research study this week
Bring a real business question. Gather designs the study, fields it, and delivers decision-grade insight in hours.