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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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Define brand metrics that unlock client success

Uncover which brand attributes genuinely influence consumers throughout the brand funnel, enabling your agency to craft positioning strategies that stand out and win market share.
Explore Our Work
Contact Us

Identify where your clients' brands excel

Effective brand positioning is foundational for your clients' market success. It shapes consumer perceptions and highlights unique brand differentiators. With our targeted survey research, your agency can:

Reveal unique brand strengths
Identify the elements that drive consumer consideration, purchase, loyalty and preference.
Benchmark against competitors
Understand where your clients’ brand ranks in the market and spot opportunities for differentiation. 
Inform strategic decisions
Equip creative and strategic teams with actionable insights to refine messaging and overall positioning.

The Gradient difference

  • Define the decision
    Before we even draft a questionnaire, we begin by identifying your critical positioning needs and objectives, and then we gather data that zeroes in on that specific decision.
  • Design targeted research
    We use advanced statistical tools, but we always remember the human side of research. We tailor surveys and experiments to extract only the insights critical to your decision, nothing more, nothing less.
  • Analyze & interpret
    Our team of data scientists and PhD social researchers immerse ourselves into the numbers. Beyond just the “what,” we pinpoint the “why” behind the brand equities that matter in your category, as well as how your brand performs relative to competitors.
  • Activate insights
    Finally, instead of broad reports, we provide clear recommendations empowering you to decide how to position your brand with confidence.
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Survey methodologies that drive results

Brand Equity Analysis

Begin by identifying the brand attributes that most significantly impact consumer perceptions within your client's market. Translate these insights to inform your strategic guidance, refine your client’s competitive position, and differentiate the brand effectively within its category.

  • Understand the “behind-the-scenes” factors that drive brand choice.
  • Benchmark your clients’ brand performance against competitors in their space.
  • Take action to improve brand competencies.
  
Brand Health Tracking

Consistently monitor key brand health indicators through targeted surveys to help your agency proactively manage client brands.

  • Track key funnel metrics and monitor shifts in consumer perceptions over time.
  • Detect early signs of decline or opportunities for enhancement.
  • Evaluate how specific initiatives influence overall brand health and equity performance.
  
Competitive Positioning Analysis

Provide your agency with a clear view of your clients’ competitive landscape by mapping essential consumer perceptions and performance metrics.

  • Understand where they excel and where there is room for improvement.
  • Discover the unique positioning angles that set them apart.
  • Align your creative and initiatives with market realities to allow your client to capture more market share.
  

Trusted by leading organizations

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Ready to strengthen your clients’ brand positioning?

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