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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 the product features that customers actually value

Gain clarity on the elements that drive customer satisfaction. Using Conjoint, MaxDiff, and Kano analyses, learn which product features are essential, which inspire delight, and which detract.
Explore Our Work
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Reveal which features really matter

We are constantly making choices, some conscious, but most unconscious. Standard methods that expect consumers to know what they really want miss the hidden motivators that drive preference. Most standard methods don’t simulate real-life conditions, which always include some type of situational trade-offs. Therefore, it's best to use trade-off experiments to simulate realistic consumer decision making.

Measure trade-offs effectively
Separate customers’ “must-haves” from the “nice-to-haves.” 
Streamline product development
Focus resources on features that add literal value and differentiate your offering. 
Enhance customer satisfaction
Closely align your product with customer desires, ensuring a better user experience and higher loyalty.

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, rebranding an existing line, or testing a tiered subscription model, we develop a bespoke analytical plan 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 social researchers interrogate the numbers. Beyond just the “what,” we pinpoint the “why”, uncovering the hidden preferences, allowing you to build the product consumers really want.
  • Activate insights
    Finally, instead of broad reports, we provide clear recommendations to guide your product roadmap.
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Survey methodologies that drive results

Conjoint Analysis

Conjoint analysis is a technique for quantifying how the attributes of products and services affect preference. It is typically used to help identify the optimal design of products, messaging, and pricing. 

A conjoint compares combinations of attributes. Each consumer is shown multiple lists with varying combinations of the attributes. 

Across multiple lists of choices from hundreds of respondents, a statistical model identifies precisely how much each attribute and level contributes to making the decision.

  • Identify the optimal combination of product attributes.

  • Simulate realistic shopping experiences.

  • Understand how market changes affect consumer behavior.

  
MaxDiff Analysis

A Max(imum) Diff(erences) analysis assesses conumers’ preferences without directly asking them. Instead of ranking a long list of features which can be cumbersome and cognitively taxing, a MaxDiff has consumers choose the “best” and “worst” options out of a given set over multiple different combinations. 

  • Simulate real-life trade-offs to uncover real preferences.

  • Identify which features have the highest impact on customer perceptions.

  
Kano Analysis

Kano Analysis categorizes product features based on their effect on customer satisfaction, distinguishing between basic requirements, performance features, and delightful extras:

  • Differentiate between what is expected and what can truly delight your customers.

  • Focus on features that transform customer experience and drive loyalty.

  

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Ready to fine-tune your product offering?

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