Go-to-Market Research · Pre-Conversion Audience Journey
The full journey — before they exist in your database
Three phases of diary study capture · In-depth interviews · Quantitative sizing — one window the company was missing entirely
Phase 01
First Spark
What they're doing
Identifying a gap or opportunity in their market
Informal research — conversations, browsing
No formal vendor evaluation yet
How they feel
Excited but uncertain. More dream than plan.
Information sources
Peers & community
Social media
General web search
Phase 02
Planning & Formation
What they're doing
Building the business case
Defining requirements loosely
Talking to people who have done it before
How they feel
Motivated but overwhelmed by how much they don't know.
Information sources
Industry associations
Mentors & advisors
Trade publications
Phase 03
Active Discovery
What they're doing
Actively forming vendor & platform preferences
Evaluating options — often informally
Making mental shortlists before formal search
How they feel
This is when minds are open — and when first impressions stick.
Company presence
Almost entirely absent
Not showing up in the channels they trust
Phase 04
Pre-Launch Execution
What they're doing
Locking in key vendors and platforms
Preferences largely formed
Focus shifts to logistics & delivery
How they feel
Heads down. Harder to reach or influence.
Information sources
Shortlisted vendors only
Existing relationships
Referrals from trusted network
Phase 05
Launch & Beyond
What they're doing
Operational — executing on prior decisions
Evaluating performance vs. expectation
Early loyalty or early churn signals forming
How they feel
Relief mixed with new anxieties. Vendor decisions are sticky now.
Opportunity
Retention — but acquisition window has passed
Key Finding · The window of active discovery — Phase 03 — is when sourcing preferences form and platforms get shortlisted. The research showed the company was almost entirely absent from this phase. That single insight became a product and go-to-market priority.