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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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Find the optimal price points for your clients

Our specialized pricing surveys, using proven methodologies like Conjoint and van Westendorp, provide your agency with actionable insights to effectively balance consumer value and client profitability.
Explore Our Work
Contact Us

Finding the right balance between price and market share

In competitive markets, pricing directly impacts success. Gradient’s survey-based pricing studies empower your agency to confidently recommend pricing strategies aligned with consumer perceptions, business goals, and market conditions. Remove uncertainty from pricing decisions and drive sustained client growth.

Enhance perceived value
Pricing shapes brand perception. Using focused surveys, we help your agency identify price points that position your clients’ brands effectively, avoiding under- or over-pricing.
Drive profitable growth
Strategic pricing recommendations help your clients optimize revenues. We identify price levels that capture optimal value without compromising long-term customer trust.
Stay one step ahead
Market conditions and consumer expectations change rapidly. Our survey insights enable your agency to keep client pricing strategies agile and responsive to evolving market dynamics.

The Gradient difference

  • Define the decision
    We begin by clearly defining the strategic pricing goals your agency aims to address, ensuring survey research directly supports your recommendations.
  • 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 pricing decision, nothing more, nothing less.
  • 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 willingness to pay, translating complex stats into clear strategic guidance.
  • Activate insights
    Finally, we deliver real-world recommendations: precise price points, bundling options, or feature upgrades. You’ll know exactly how to move forward with confidence.
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Pricing methodologies that drive results

Van Westendorp price sensitivity meter

Quickly and reliably identify consumer price acceptance ranges and optimal pricing levels. This method allows your agency to:

  • Quickly establish consumer price acceptance ranges.
  • Identify optimal pricing to align with perceived brand value.
  • Minimize risks of under- or overpricing in client recommendations.
  
Gabor-Granger

Assess how sensitive consumer demand is across various price points. This method clearly illustrates demand elasticity, enabling your agency to: 

  • Precisely measure price elasticity and consumer sensitivity.
  • Recommend pricing strategies aligned with market realities.
  • Forecast demand shifts in response to price adjustments.
  
Conjoint analysis

Clearly understand how product features, including price, influence consumer decisions. Through simulated trade-offs, we identify which product attributes justify premium pricing, enabling your agency to: 

  • Clearly understand how pricing interacts with product features.
  • Identify attributes that justify premium pricing strategies.
  • Provide evidence-based feature prioritization for maximum client impact.
  

Trusted by leading organizations

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Ready to optimize pricing strategies for your clients?

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