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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 perfect price with our advanced survey techniques

Learn how our specialized pricing studies, featuring methodologies like Conjoint and Van Westendorp, drive actionable insights, helping you strike the perfect balance between consumer value and business growth.
Explore Our Work
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Finding the right balance between price and market share

In a competitive landscape, setting the right price can make or break your product’s success. At Gradient, we specialize in survey-based pricing studies. Our reverse-engineered approach ensures every insight directly informs your final pricing decisions, removing guesswork but allowing for flexible simulations. 

Elevate brand perception
Your price conveys your brand’s value proposition, too low and you risk cheapening your offering; too high and you risk shrinking your market. A well-researched price strategy positions your brand exactly where you want it to be.
Drive profitable growth
Pricing is often the simplest yet most powerful lever to boost revenue. With optimized pricing, you can capture more value from your loyal customers without sacrificing long-term brand trust.
Stay one step ahead
Market dynamics and consumer preferences shift rapidly. An approach that allows you to simulate conditions keeps you agile, allowing you to adjust to trends, competitive moves, and evolving customer expectations.

The Gradient difference

  • Define the decision
    Before we even draft a questionnaire, we clarify your key objectives. Whether you’re launching a new product, rebranding an existing line, or testing a tiered pricing model, 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 pricing 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 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 If you need a quick and reliable read on consumer price thresholds, the Van Westendorp approach identifies the acceptable price range and the optimal price point. This ensures your product sits comfortably in the sweet spot of perceived value.  
Gabor-Granger Perfect for assessing price elasticity at multiple price points. With Gabor-Granger, we reveal how demand fluctuates at different prices—crucial for determining if you should go premium, value-based, or somewhere in between.  
Conjoint analysis Conjoint Analysis is a powerful tool to understand how each product feature, price included, impacts consumer choice. By simulating real-world trade-offs, it pinpoints which features justify a premium and which ones don’t significantly affect willingness to pay.  

Trusted by leading organizations

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Ready to optimize your brand’s pricing?

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