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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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Uncover who your customers are, and what they actually care about

Go beyond surface-level demographics. Gradient’s audience insights reveal the attitudes, motivations, and behaviors that shape every purchase decision, giving you the clarity to connect with consumers in the moments that matter most
Explore Our Work
Contact Us

Know what your customers don't even know

Before diving into the attitudes and behaviors that define your customers, it’s essential to recognize why audience insights matter in the first place. Going beyond age ranges and job titles, we create meaningful insights that reveal the deeper motivations influencing purchase decisions, why consumers are drawn to your brand, what unmet needs they have, and when they’re most receptive to your message.

Reveal latent dimensions
Understand the deep-seated needs and emotions guiding consumer choices. 
Fine-tune your messaging
Speak to your audience’s mindset and situational triggers for maximum resonance. 
Spot emerging opportunities
Stay ahead of the curve by identifying shifting attitudes or unmet needs in the market.

The Gradient difference

  • Define the decision
    Before we even think about data and models, the first thing we put on paper are the decisions you need to make. Whether you’re launching a new product, entering a new market, or expanding your brand portfolio, we gather data that zeroes in on your specific decisions.
  • 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 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
    Finally, instead of broad reports, we provide clear recommendations for expansion, investment, or repositioning based on the realities of your audience.
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Survey methodologies that drive results

Segmentation Analysis

Segmentation analysis breaks down your audience into distinct groups based on shared attitudes, behaviors, or mindsets, helping you understand the unique factors that drive each segment’s decisions. By tailoring messaging, product features, or marketing tactics to these specific groups, your brand can:

  • Deliver targeted experiences that communicate more effectively by aligning your offering and messaging with each segment’s actual motivations.

  • Identify high-value clusters that are most likely to convert or show long-term loyalty, maximizing ROI.

  • Refine resource allocation by focusing on segments that promise the greatest growth, rather than spreading your brand efforts too thin.

  
Demand Space Analysis

Demand Space analysis goes beyond traditional segmentation by capturing the realities your consumers face at the intersection of when, why, and how they choose your product or service. You'll be able 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 examines the distinct contexts and times when consumers use your product or service. By focusing on the specific moments and environments that trigger purchase or usage, you 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 get into your audience’s world?

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