What to Run Next

What to run next is Gather’s recommendation engine. Rather than asking you to dream up research from scratch, it looks at your brand, your past projects, and your data, then hands you a prioritized set of projects worth running. Each card is a fully-formed suggestion you can launch as-is or customize first — so the hardest part of research, knowing what to ask next, is done for you.

The three research lanes

Recommendations are grouped into three lanes so your research stays balanced across the forces that move your business — you’re never over-investing in one while blind to the others:

• Customer — research aimed at the people who use or buy from you: satisfaction, needs, churn risks, new segments, and messaging that resonates. Use this lane when you want to keep and grow the customers you already have — for example, uncovering why a segment is churning or which improvement they’d value most.

• Market — research about the broader landscape: category trends, demand for new offerings, pricing sensitivity, and unmet needs. Use this lane when you’re deciding what to build, where to expand, or how to price — for example, gauging demand for a new offering before you invest in building it.

• Competitor — research focused on rivals: how you’re perceived against them, where they’re winning, and switching triggers. Use this lane when you’re refining your positioning or losing deals you expected to win — for example, learning what actually makes buyers choose a rival over you, or you over them.

Starting a recommended project

When a recommendation looks right, click Start this project. Gather pre-fills the build flow — objective, suggested audience, and a draft interview — using everything it already knows. From there you follow the normal five steps: review the Objective, confirm the Audience, Test the interview, Launch, and watch Conversations roll in. You can edit any pre-filled detail before launching, so a recommendation is a head start, never a constraint.