---
title: Real People. Clean Data. Smarter Decisions. | Gradient
description: We combine rigorous data quality with thoughtful survey design. AI supports our process, but human insight is always at the center of our research.
---

![bg_default_8](https://www.gradientmetrics.com/hs-fs/hubfs/Brand_Current/default/backgrounds/bg_default_8.png?width=300&name=bg_default_8.png)

# We keep it humanReveal your audience's hidden preferences

 We use technology to streamline our process, but never at the expense of quality. Every response is human. Every insight is grounded in lived reality. Every decision is built on trust in the data.

[See Our Work](https://www.gradientmetrics.com/case-studies)

[Contact Us](https://www.gradientmetrics.com/contact)

### People are at the center of everything we do

Our research is grounded in human experience, on every side of the process:

- **The audiences we study** are real people. They bring their lived experiences, values, and preferences into every response. We design surveys that reflect how people actually think and make decisions.
- **The clients we serve** are people making important calls about strategy, messaging, product, and brand. Our job is to give them the clarity and confidence they need to make the right move.
- **The team doing the work** is made up of thoughtful researchers, statisticians, and social scientists. We ask the right questions, interpret complexity, and translate it into insights that matter.

We use automation and modeling where it helps, but we don’t outsource thinking. Empathy, judgment, and clarity are human skills, and they’re central to everything we do.

 

![keep_it_human](https://5936269.fs1.hubspotusercontent-na1.net/hub/5936269/hubfs/new_website/Imagery/keep_it_human.png?width=300&name=keep_it_human.png)

## We take data quality personally

We’re just as much data scientists as we are social scientists. This means we apply equal rigor to ensuring the quality of the data we collect as we do to analyses. Our process toward defining acceptable data quality includes:

| ![](https://www.gradientmetrics.com/hubfs/Brand_Current/default/icons/Icons-Gradient-32x32-WhitexColor-01.png) | **Evaluating the level of precision** Necessary to be confident in answering strategy questions informed by the data. Does the question require an ultra-precise point estimate, a relative measure of size, or a balanced approach? |
| --- | --- |
| ![](https://www.gradientmetrics.com/hubfs/Brand_Current/default/icons/Icons-Gradient-32x32-WhitexColor-06.png) | **Conducting a power analysis** To identify the sample size needed to make generalizable conclusions about the audience(s)—especially if multiple audiences are going to be compared. |
| ![](https://www.gradientmetrics.com/hubfs/Brand_Current/default/icons/Icons-Gradient-32x32-WhitexColor-43.png) | **Evaluating feasibility of suitable sampling methods** To ensure a sufficient number of cases can be collected to fulfill power analysis expectations. If not, propose an alternative sampling plan. |
| ![](https://www.gradientmetrics.com/hubfs/Brand_Current/default/icons/Icons-Gradient-32x32-WhitexColor-32.png) | **Evaluating the internal sampling and data quality control measures of our sample provider** If a sample source cannot publicly explain (1) where respondents are sourced, (2) how they are validated, and (3) how they are sampled, then we will not source data from them. |
| ![](https://www.gradientmetrics.com/hubfs/Brand_Current/default/icons/Icons-Gradient-32x32-WhitexColor-33.png) | **Applying stringent data quality thresholds** We remove low-quality responses due to inattention or incentive-seeking behaviors, including: (1) rushing, (2) straightlining, (3) bots, (4) contradictory response patterns, (5) failed attention checks. |

## The Gradient difference

[![ToddRose](https://www.gradientmetrics.com/hs-fs/hubfs/ToddRose.webp?width=300&name=ToddRose.webp)

TODD ROSE - POPULACE

Getting it right is Todd Rose's top priority. Hear from the Co-Founder and CEO of Populace on how he views Gradient as an extension to his team to make that happen.

](https://www.gradientmetrics.com/our-research-approach/keep-it-human#)[![heidi_hackemer](https://www.gradientmetrics.com/hs-fs/hubfs/Landing%20Page/heidi_hackemer.jpg?width=300&name=heidi_hackemer.jpg)

HEIDI HACKEMER - OATLY

Hear from the former Executive Director at Oatly on why she keeps bringing in Gradient when she needs to transform a brand from the ground up using quant research.

](https://www.gradientmetrics.com/our-research-approach/keep-it-human#)

"Gradient is our favorite partner to work with. They help us craft approaches that answer our clients' most complicated market research questions and are able to adapt when projects shift. The Gradient team are great partners in helping us visualize and explain complex research findings that are easy for our clients to understand and make data-driven decisions."

Aprill Huff Vice President, Research & Insights at Media Monks

"The Gradient team gave us a deep understanding of our customers through a robust analysis of our database. The insights validated our marketing strategy and enabled investments to continue growing. Their model’s not only accurate but also transparent, giving us confidence in the data. They’re sharp, extremely easy to work with, and fast. We recommend Gradient for any of your analytics needs."

GianKarloVP Ecommerce at Orthofeet

"Gradient is a great firm to work with. We collaborate with them for all of our analytic work, and even use them to re-run analyses that other firms have done for us because they have earned our complete trust. We think of the Gradient team as an extension of our own—they are knowledgeable, thoughtful, flexible, honest, and an overall pleasure to work with."

Parisa RouhaniCo-founder & Sr. Vice President at Populace

"The team at Gradient is top notch. They partnered closely with us to understand the intricacies and unique dimensions of our data science problem and they were able to generate some truly fascinating insights from our data."

Michael KaminskyFormer Data Science Director at Harry's

"Gradient lives at the bleeding edge of market research, data science, and technology. They are not afraid to push the envelope of data collection and analysis methods. It’s a thrill to see the Gradient team roll up their sleeves to craft a sharp analysis for a rapidly approaching press deadline. If you need a no nonsense research partner, Gradient is exactly that."

Nate LubinFormer Director of the Office of Digital Strategy at the Obama Administration

"I have one word to describe collaborating with Gradient on our latest research project: Refreshing. Not only did their team help us execute the research in ways we weren't thinking about internally, they came to every session we had with enthusiasm, fresh ideas and proactive insights to share with us. That's not something you typically get with 'traditional' market research partners. I couldn't recommend working with them more. A breath of fresh air, and an incredible extension of any internal market research or marketing team."

Mike NallanSenior Director Insights & Analytics at Morning Brew

"Joining a project in progress can be a challenge, but we learned quickly that we could trust and rely on the Gradient team. That’s a testament to their patience and professionalism."

Ali NooraniExecutive Director at the National Immigration Forum

"We’re enormously grateful for our partnership with Element Labs on safety and justice message testing. Our findings challenge the conventional political wisdom that when Americans are concerned about crime, their elected leaders must lean into punishment and retribution, with calls for more police, jails, and prisons. The truth is that people across the political spectrum overwhelmingly favor proven solutions that address the root causes of crime, rather than punitive approaches. There’s real power in these insights; we’ve incorporated them into further testing and we’re now working with ACLU affiliates, allies, and civil liberties-aligned candidates to uplift messaging that focuses on preventing crime, strengthening communities, and leading with justice."

Ellen FlennikenDeputy Director at the ACLU

## Trusted by leading organizations

![Reformation](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/reformation.png?width=300&name=reformation.png)

![Lippincott](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/lippincott.png?width=300&name=lippincott.png)

![Populace](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/populace.png?width=300&name=populace.png)

![The Just Trust](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/TJT.png?width=300&name=TJT.png)

![Jonathan Adler](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/jonathan-adler.png?width=300&name=jonathan-adler.png)

![Bacardi](https://www.gradientmetrics.com/hubfs/Landing%20Page/bacardi-limited-seeklogo.com.svg)

![Amy Myers MD](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/amymyersmd.png?width=300&name=amymyersmd.png)

![BreadNButter](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/breadnbutter_transparent.png?width=300&name=breadnbutter_transparent.png)

![Brooks](https://www.gradientmetrics.com/hubfs/Client%20Logos/brooks.svg)

![Co:Collective](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/co_collective.gif?width=300&name=co_collective.gif)

![Cowbell](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/Cowbell.png?width=300&name=Cowbell.png)

![Estée Lauder](https://www.gradientmetrics.com/hubfs/Landing%20Page/estee-lauder.svg)

![FitXR](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/fitxr.png?width=300&name=fitxr.png)

![Framebridge](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/framebridge.png?width=300&name=framebridge.png)

![Godiva](https://www.gradientmetrics.com/hubfs/Landing%20Page/godiva.svg)

![Harry's](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/harrys.png?width=300&name=harrys.png)

![Lumin](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/Lumin.png?width=300&name=Lumin.png)

![Noble People](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/noble_people.png?width=300&name=noble_people.png)

![Stitch Fix](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/stitch_fix.png?width=300&name=stitch_fix.png)

![MasterClass](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/master_class.jpg?width=300&name=master_class.jpg)

![Orthofeet](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/orthofeet.jpg?width=300&name=orthofeet.jpg)

![McKinsey&Company](https://www.gradientmetrics.com/hubfs/Landing%20Page/McKinsey__and__Company.svg)

![Nike](https://www.gradientmetrics.com/hubfs/Client%20Logos/nike.svg)

![C-Space](https://www.gradientmetrics.com/hs-fs/hubfs/c_space_logo.png?width=300&name=c_space_logo.png)

![Redscout](https://www.gradientmetrics.com/hubfs/Client%20Logos/logos_redscout-black.svg)

![Sylvain](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/Sylvain.png?width=300&name=Sylvain.png)

![Riverside Company](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/Riverside.png?width=300&name=Riverside.png)

![AEA](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/AEA.png?width=300&name=AEA.png)

![Solomon Partners](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/Solomon_Partners.png?width=300&name=Solomon_Partners.png)

![Child Poverty Action Lab](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/CPAL.png?width=300&name=CPAL.png)

![Consensus Media](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/Consensus.webp?width=300&name=Consensus.webp)

![Squared Circles](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/Squared%20Circles.png?width=300&name=Squared%20Circles.png)

![Morning Brew](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/morning-brew.png?width=300&name=morning-brew.png)

![City Fund Action](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/City%20Fund.png?width=300&name=City%20Fund.png)

![HelloFresh](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/HelloFresh.png?width=300&name=HelloFresh.png)

![MediaMonks](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/M.m_media._m_onks_b.png?width=300&name=M.m_media._m_onks_b.png)

![Oatly](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/oatly.png?width=300&name=oatly.png)

![SYPartners](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/01_SYPartners_Logo_XLarge_reverse_RGB.png?width=300&name=01_SYPartners_Logo_XLarge_reverse_RGB.png)

![National Immigration Forum](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/NIF.png?width=300&name=NIF.png)

![crowds-people-walking-street-with-ai-generated](https://www.gradientmetrics.com/hs-fs/hubfs/crowds-people-walking-street-with-ai-generated.jpg?width=300&name=crowds-people-walking-street-with-ai-generated.jpg)

## Intuition alone is never enough

 We go beyond the numbers to answer your biggest questions with confidence. Our advanced modeling uncovers hidden motivations—turning insights into action.

[Contact us now](https://www.gradientmetrics.com/contact)

<https://www.gradientmetrics.com/our-research-approach/keep-it-human#>

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