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Actionable intelligence, not just data

Gradient is your partner in transforming complex questions into clear strategies. Whether you're a brand manager, agency leader, policymaker, or investor, we decode the “why” behind your audience's choices—so you can act with confidence.

BRANDS
Make your customers choose your brand
AGENCIES
Deliver the winning insight to your client
PHILANTHROPIES & NON-PROFITS
Mobilize people toward your mission
ADVOCACY GROUPS & CAMPAIGNS
Reach voters with messages that resonate
PRIVATE EQUITY & INVESTMENT BANKS
Drive growth in the brands you invest in
OUR BRAND RESEARCH SOLUTIONS
Audience insights
Brand positioning
Creative & message testing
Market sizing & growth strategy
Pricing optimization
Product & feature optimization
OUR AGENCY RESEARCH SOLUTIONS
Audience Insights
Brand positioning
Creative & message testing
Market sizing & growth strategy
Pricing optimization
Product & feature optimization
OUR PHILANTHROPY & NON-PROFIT RESEARCH SOLUTIONS
Audience mindset analysis
Donor engagement optimization
Impact tracking
Narrative strategy development
Private opinion researchNEW
OUR ADVOCACY GROUP RESEARCH SOLUTIONS
Audience segmentation & targeting
Message testing
Private opinion researchNEW
Public engagement risk analysis
OUR PE & INVESTMENT BANK RESEARCH SOLUTIONS
Audience insights
Brand positioning
Customer analytics
Customer-based corporate valuationNEW
Market insights
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Your partner in decision science

We uncover objective truths through custom quantitative research programs built for impact. Our team blends curiosity, rigor, and advanced methods to help you make smarter, more confident decisions.

About Us
Meet the team behind the insights—curious, rigorous, and driven by purpose.
Our Principles
Our values shape how we work—with each other and with every client.
Careers
Join our remote-first team and help shape the future of decision science.
Contact us
Let’s talk through your big questions and figure out the evidence that matters.
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How we do research differently

For us, research isn’t about numbers in a spreadsheet—it’s about answering your most important questions with clarity, purpose, and real-world impact.

We Start with the end in mind
We begin with the decision you need to make—then design lean, focused research to get you there.
We Look for the Why, Not Just the What
Spotting trends is simple. Uncovering why takes rigor. Our statistical models reveal hidden drivers that turn data into confident action.
We Keep it Human
AI is powerful, but it can’t replicate lived experience. We use it to streamline our process—not to replace the human responses that are central to our research.
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See what insight can do

We believe sharing knowledge is as important as creating it. That’s why we’ve built a library of resources designed to inform, inspire, and empower decision-makers like you.

Case Studies
See how we’ve answered complex questions with research backed insights and creative problem-solving.
Blog
Our point of view on what’s happening in research, strategy, and human behavior.
Newsletter
Stay ahead with our regular roundup of fresh ideas, actionable advice, and the stories shaping the future of market research.
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Reveal your audience's
hidden Reveal your
audience's hidden preferences

Your toughest questions deserve more than intuition. We uncover the hidden truths behind consumer, voter, and stakeholder behavior, so you can act with clarity and confidence.
See Our Work
Contact Us
INTUITION ALONE IS NEVER ENOUGH

Turn your questions into clarity

Good decisions start with reliable insights. That’s why we take a decision-first approach to quantititave research, where we focus only on the data that drives action. We start with the choices you need to make, and design survey research to uncover the answers that matter. 

How we work: 

  • Define your decision: We begin by identifying the key business decisions you need to make. 
  • Pinpoint what matters: We determine exactly which insights will help you move forward with confidence. 
  • Design targeted research: We create a custom quantitative research plan that delivers clear, actionable insights. Nothing more, nothing less. 
Learn More
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WE'RE YOUR INSIGHTS PARTNER

Inform your strategic decisions

We go beyond surface-level trends to uncover the why behind the what. Our advanced statistical models don’t just track patterns, instead they reveal the core drivers of behavior, equipping you with insights to predict what’s next and make confident, data-backed decisions. 

How we equip you to make decisions: 

  • Uncover the why, not just the what: We identify cause-and-effect relationships to help you understand why things happen, not just what is happening. 
  • Predict what comes next: We forecast future trends and actions with greater accuracy by understanding the reasons behind choices.
  • Translate insights into action: We provide clear, strategic guidance so you know exactly what steps will make an impact. 
Learn More
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INSIGHTS FOR EVERY DECISION MAKER

Who we help

Every beloved brand is powered by genuine customer understanding. Our survey-driven approach captures the emotional triggers and preferences that keep your audience coming back.

  • Focus where it counts: We identify your critical priorities, whether it’s refining messaging, shaping your product roadmap, or aligning new launches with audience needs.
  • Go beyond the surface: Our targeted surveys don’t just measure opinions; they reveal the deeper motivations that influence brand loyalty and purchase decisions.
  • Shape strategies that resonate: We translate research into clear, strategic recommendations, helping you craft compelling campaigns, experiences, and products that truly resonate.
 
Learn More About our Brand Research

As an agency, you need to deliver standout results under tight timelines. Our surveys uncover the insights your creative teams need to pitch, plan, and execute with confidence, ensuring every campaign is backed by research, not just intuition.

  • Build a research-backed brief: We integrate with your strategists and creatives to shape a data-driven foundation to your work.
  • Test creative concepts: Our survey-led research helps you evaluate and refine messaging, visuals, and campaign angles before launch, reducing risk and maximizing impact.
  • Strengthen your pitches: We equip you with compelling insights that support bold ideas, making your proposals more persuasive.
 
Learn More about our research solutions for agencies

Whether you're engaging donors, mobilizing volunteers, or shaping new initiatives, our survey-led research uncovers the motivations that drive lasting support, helping you make a greater impact with every decision.

  • Clarify your challenge: We help you refine your focus, whether it’s expanding outreach, strengthening fundraising strategies, or evaluating program effectiveness.
  • Dig into hearts and minds: Our research reveals the emotional and practical factors that turn supporters into long-term advocates.
  • Advance your mission: We translate findings into clear strategies, ensuring your resources go where they create the greatest impact.

Learn More about our non-profit research solutions

Campaigns win when they connect with voters on the issues that truly matter. Our targeted surveys reveal the motivations, values, and shifting opinions of your constituency, helping you craft a research-driven strategy that resonates.

  • Align your campaign with voter priorities: We uncover which policies, issues, and messages resonate most with your key voter blocs.
  • Go beyond surface-level polling: Our research reveals voter motivations and shifting sentiment, giving you a deeper read on the electorate.
  • Refine your strategy for victory: We provide research-backed guidance to sharpen messaging, target outreach, and mobilize supporters—helping you secure the votes needed to win.
 
Learn More about our research solutions for advocacy groups

For high-stakes investments, you need more than intuition, you need hard data on market potential. Our survey-driven research uncovers real consumer demand, reducing risk and eliminating guesswork. 

  • Identify your key decisions: We help you focus on key questions surrounding acquisitions, portfolio expansions, and brand positioning before you invest.
  • Uncover true market drivers: Our focused surveys reveal the consumer preferences and behaviors that indicate a brand’s true growth potential.
  • Invest with confidence: Leverage clear, data-backed recommendations to guide negotiations, validate valuations, and optimize post-acquisition strategies.
 
Learn More about our research solutions for PE and Investment Banks
"Gradient is our favorite partner to work with. They help us craft approaches that answer our clients' most complicated market research questions and are able to adapt when projects shift. The Gradient team are great partners in helping us visualize and explain complex research findings that are easy for our clients to understand and make data-driven decisions."
Aprill Huff Vice President, Research & Insights at Media Monks
"The Gradient team gave us a deep understanding of our customers through a robust analysis of our database. The insights validated our marketing strategy and enabled investments to continue growing. Their model’s not only accurate but also transparent, giving us confidence in the data. They’re sharp, extremely easy to work with, and fast. We recommend Gradient for any of your analytics needs."
GianKarloVP Ecommerce at Orthofeet
"Gradient is a great firm to work with. We collaborate with them for all of our analytic work, and even use them to re-run analyses that other firms have done for us because they have earned our complete trust. We think of the Gradient team as an extension of our own—they are knowledgeable, thoughtful, flexible, honest, and an overall pleasure to work with."
Parisa RouhaniCo-founder & Sr. Vice President at Populace
"The team at Gradient is top notch. They partnered closely with us to understand the intricacies and unique dimensions of our data science problem and they were able to generate some truly fascinating insights from our data."
Michael KaminskyFormer Data Science Director at Harry's
"Gradient lives at the bleeding edge of market research, data science, and technology. They are not afraid to push the envelope of data collection and analysis methods. It’s a thrill to see the Gradient team roll up their sleeves to craft a sharp analysis for a rapidly approaching press deadline. If you need a no nonsense research partner, Gradient is exactly that."
Nate LubinFormer Director of the Office of Digital Strategy at the Obama Administration
"I have one word to describe collaborating with Gradient on our latest research project: Refreshing. Not only did their team help us execute the research in ways we weren't thinking about internally, they came to every session we had with enthusiasm, fresh ideas and proactive insights to share with us. That's not something you typically get with 'traditional' market research partners. I couldn't recommend working with them more. A breath of fresh air, and an incredible extension of any internal market research or marketing team."
Mike NallanSenior Director Insights & Analytics at Morning Brew
"Joining a project in progress can be a challenge, but we learned quickly that we could trust and rely on the Gradient team. That’s a testament to their patience and professionalism."
Ali NooraniExecutive Director at the National Immigration Forum
"We’re enormously grateful for our partnership with Element Labs on safety and justice message testing. Our findings challenge the conventional political wisdom that when Americans are concerned about crime, their elected leaders must lean into punishment and retribution, with calls for more police, jails, and prisons. The truth is that people across the political spectrum overwhelmingly favor proven solutions that address the root causes of crime, rather than punitive approaches. There’s real power in these insights; we’ve incorporated them into further testing and we’re now working with ACLU affiliates, allies, and civil liberties-aligned candidates to uplift messaging that focuses on preventing crime, strengthening communities, and leading with justice."
Ellen FlennikenDeputy Director at the ACLU

Trusted by leading organizations

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Intuition alone is never enough

We go beyond the numbers to answer your biggest questions with confidence. Our advanced modeling uncovers hidden motivations—turning insights into action.
Contact us now