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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 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 what your audience won’t say out loud, and craft messages that persuade.

We help advocacy organizations design, test, and refine their strategies by uncovering what people really believe, how they respond to competing narratives, and where your campaign can gain ground.
Explore Our Work
Contact Us

What our partners say about us

"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
"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
"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

Insights from the blog

Explore our latest research on public opinion risk, private beliefs, and narrative resilience for advocacy campaigns. From methodology deep-dives to real-world campaign applications, our blog gives you the tools to stay ahead of the opposition.
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Let’s uncover what your audience really believes, and build messages that move them.

Let's chat