Go-to-Market Research
Design and refine your go-to-market strategy using evidence, not intuition.
Go-to-market research helps teams understand how to launch, position, price, and sell effectively — aligning product, marketing, and sales around what buyers actually respond to. It replaces internal assumptions with real buyer feedback on messaging, channels, purchase drivers, and decision friction.
When to conduct
Go-to-Market Research
Conduct go-to-market research when preparing to launch or relaunch an offering, refining positioning or pricing, or aligning sales and marketing around a shared understanding of buyer needs, decision criteria, and purchase behavior.
What is
Go-to-Market Research
A go-to-market study evaluates how a product or service should be positioned, priced, and delivered to maximize adoption and revenue. It connects buyer insight with execution — informing messaging, channels, packaging, and sales motion so teams can move forward with confidence and alignment.
65%
of product launches underperform due to misaligned positioning, messaging, or channel strategy rather than product quality itself. This is why GTM research is most impactful before launch or major repositioning — when strategy can still be shaped, not corrected.
Sample Research
Questions We Answer
Question 1:
What messaging and value propositions resonate most with buyers?
GTM research identifies which messages cut through noise, which benefits buyers prioritize, and how value should be framed across roles and segments — ensuring marketing and sales speak the same language.
57%
of buyers say clear articulation of value and outcomes is the primary factor influencing initial consideration.
41%
report that current vendor messaging feels generic or poorly differentiated — creating opportunity for sharper positioning.
Question 2:
How should we price, package, and sell to maximize adoption?
Beyond messaging, GTM research reveals pricing sensitivity, packaging preferences, and buying friction — helping teams design offers and sales motions that align with real purchase behavior.
49%
of buyers prefer bundled offerings that simplify purchasing and reduce internal approval steps.
36%
cite pricing complexity or unclear packaging as a reason for delaying or abandoning purchase decisions.
Why trust Emporia with your
Go-to-Market Research
Align product, marketing, and sales around what buyers actually want.
Go-to-market success depends on alignment — and alignment starts with shared insight. Emporia’s GTM research grounds strategy in verified B2B buyer input, helping teams refine messaging, pricing, and execution before launch or scale. By combining buyer research with expert framing, we help organizations move forward with a GTM strategy that’s coherent, defensible, and built to perform in real buying environments.
Speed / Agility
Move from question to insight without sacrificing rigor. Emporia’s streamlined workflows and responsive research support allow teams to launch, field, and analyze studies quickly — so insights arrive while decisions are still being made, not after the moment has passed.
Verified B2B Respondents
Reach the right decision-makers with confidence. Every respondent is verified using professional attributes, ensuring your insights reflect real buyers, real roles, and real purchasing influence — not guesswork or self-reported profiles.
Expert Methodology
Get more than data — get direction. Our team partners closely on study design, framing, and interpretation, helping translate research outputs into clear strategic implications across pricing, positioning, and go-to-market execution.
Emporia provides valuable access to niche, high-level respondents that are otherwise difficult to reach. They enable us to move beyond traditional targeting, connecting us with professionals with specialized knowledge and qualifications. We have confidence their experts are credible and aligned with our research needs.
Emporia gives us another perspective. Our product team does a really great job working with our existing customers: understanding and solving for their needs. Emporia allows me to find new audiences and conduct that initial research that helps set the stage for potential new customers, products and markets.
We were thrilled with Emporia’s excellent data quality, professionalism, responsiveness, and speed in delivering a very high-end, niche audience of investment fund managers and venture capital professionals.
We are often trying to recruit hard to reach audiences and so it's imperative for us to have high quality data and verified respondents. Emporia go above and beyond to help us and our agency partners not only reach the right audiences but enhance our customer understanding which is a great experience.
