Project Types

Last updated: July 15, 2026

A project is a single study — one thing you want to learn about your customers, your market, or your competition. You can research almost anything, and set each project up in whichever way suits you.

What you can research

Most studies fall into three lanes — the same ones Gather uses when it recommends what to run next:

  • Customer — the people who use or buy from you: satisfaction, needs, churn risk, new segments, and the messaging that resonates.

  • Market — the broader landscape: category trends, demand for a new offering, pricing sensitivity, and unmet needs.

  • Competitor — how you stack up: brand perception versus rivals, win/loss, and what makes buyers switch.

Some of the most common use cases:

  • Brand health tracking — measure awareness, favorability, and perception across your market, and watch how they shift over time.

  • Message & positioning — find which value propositions and claims resonate, and where to focus.

  • Concept & ad testing — see which ideas and creative land with your audience before you build or spend.

  • Pricing & packaging — understand what people will pay and how to structure your offer.

  • Buyer personas & segmentation — learn who your buyers really are and how they decide.

  • Competitive intelligence & win/loss — see how you stack up against rivals and why deals are won or lost.

  • Customer experience & churn — track satisfaction, spot your advocates, and understand why some customers leave.

Quant and qual are captured in the same study, so you get both the numbers and the “why.”

Two ways to set one up

However you frame the study, Gather gives you two ways to build it. Pick whichever matches how much you want to write yourself — you can use both and switch as you go.

AI-Guided Setup

Describe your goal in plain language and Gather drafts the project for you — share a few customer headlines you want to validate and it turns them into a ready-to-run interview. You can also start from a template or spin up a general feedback project. Best when you want to move fast or aren’t sure where to start.

Manually Edit

Write the agent’s Role, Context, and Instructions directly for full control over exactly what the AI says and asks. Best when you already know your questions or need precise wording for a structured study.

Either way, you’ll move through the same five steps — Objective, Audience, Test, Launch, and Conversations.