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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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Discover who your clients' customers are and what drives them

Move beyond basic demographics. Gradient’s specialized survey research uncover the attitudes, motivations, and behaviors that shape consumer decisions, giving your agency clarity to craft campaigns that resonate deeply and authentically.
Explore Our Work
Contact Us

Get into your clients audiences’ head to elevate your creative impact

Before you craft powerful creative strategies, it’s crucial to grasp the deeper insights behind consumer decisions. Beyond demographics, meaningful audience research reveals the motivations, unmet needs, and moments when consumers are most receptive, which will help your agency design strategies that truly resonate.

Uncover hidden motivations
Reveal the deep-seated emotional and psychological triggers driving consumer choices, enabling you to build strategies that resonate.
Tailor precise messaging
Align your creative strategies and messaging to match consumer mindsets and situational contexts, amplifying campaign effectiveness.
Identify emerging trends
Stay ahead by recognizing evolving consumer attitudes and unmet needs, positioning your clients at the forefront of their markets.

The Gradient difference

  • Define the decision
    Before crafting surveys, we define your agency’s strategic objectives. Whether it’s a brand launch, creative campaign, or market entry, we target our research to deliver exactly the insights you need.
  • Design targeted research
    We apply meticulous survey design and advanced statistical methodologies tailored to human insights, focusing solely on what matters most to your strategic decisions.
  • Analyze & interpret
    Our team of data scientists and PhD researchers immerse ourselves in the numbers. Beyond just the “what,” we pinpoint the “why” behind customer mindsets and behaviors, translating complex stats into clear strategic guidance.
  • Activate insights
    Instead of dense reports, we provide actionable recommendations that directly support your strategic and creative planning, enabling confident decisions and impactful outcomes.
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Survey methodologies that drive results

Segmentation Analysis

Segmentation Analysis clarifies your client’s market by categorizing consumers into meaningful groups based on shared attitudes, behaviors, or psychographic profiles, enabling your agency to tailor powerful, targeted experiences that resonate and convert. This helps you:

  • Communicate more effectively by aligning your offers and messaging with each segment’s core motivations.

  • Pinpoint which audiences are most likely to convert or show long-term loyalty, maximizing ROI.

  • Focus on segments that promise the greatest growth, rather than spreading your brand efforts too thin

  
Demand Space Analysis

Demand space analysis enhances traditional segmentation by exploring nuanced motivations behind consumer choices, why, when, and how decisions occur. This empowers your agency to:

  • Spot whitespace opportunities for new offerings or brand extensions.

  • Refine messaging to resonate with each unique consumer need-state.

  • Develop more impactful experiences tailored to real-life motivations.

 

  
Occasion Analysis

Occasion analysis investigates the specific contexts and situations triggering consumer actions. By pinpointing exact moments of purchase or usage, your agency can:

  • Uncover untapped usage scenarios for potential brand extensions.

  • Tailor messaging that resonates with consumers’ situational needs.

  • Optimize product offerings based on how and when people naturally engage with them.

  

Trusted by leading organizations

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Ready to unlock deeper consumer insights?

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