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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 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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Power your mission with research that drives engagement and impact

From shifting public narratives to deepening donor relationships, we equip philanthropic organizations and non-profits with the insights they need to communicate more effectively, support grantees, and grow their impact.
Explore Our Work
Contact Us
THE QUESTIONS WE ANSWER

Tackle the questions that shape your strategy

At Gradient, we help mission-driven organizations go beyond assumptions. Whether you’re leading a foundation, managing a communications strategy, or equipping grantees with tools to drive change, our work helps you understand your audience, sharpen your narrative, and track progress in ways that matter.
Narrative strategy development

Create compelling, evidence-backed stories that resonate with your audience and unify your field under a shared message.

  • How do we combat harmful counter-narratives and stay mission-aligned?
  • What messaging frameworks can scale across geographies and use cases? 
  • Which messaging elements drive the greatest emotional connection?
 Learn more Impact tracking

Measure narrative, brand, and campaign effectiveness in terms that align with your mission and theory of change.

  • Are we building trust and shifting perception in the right direction?
  • What do our audiences really think about our work?
  • How can we support grantees in measuring their impact?
 Learn more Audience mindset analysis

Segment audiences based on values and motivations (not just demographics) so your outreach is smarter and your engagement is deeper.

  • What do different audiences believe about your issue, and why?
  • How do we approach persuadable segments without activating resistant ones?
  • Where should we focus to grow support most effectively?
 Learn more Donor engagement optimization

Understand what drives giving behavior and loyalty, then build personalized strategies to retain and grow your donor base.

  • What motivates different types of donors to give (and give again)?
  • Which appeals build trust, urgency, or emotional connection?
  • How can we speak to donor values without compromising your voice?
 Learn more
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CASE STUDIES

Success stories at a glance

See how leading foundations are using audience research and message testing to strengthen alignment, inform grantmaking, and support coalition-wide storytelling.
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Reimagining the American Dream

We partnered with Think Tank Populace  to redefine the American Dream by quantifying how individuals define success, and how that definition diverges from traditional societal narratives.

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Social Pressures IndexWe partnered with Populace to develop the Social Pressure Index (SPI), which is a private opinion research study that reveals Americans’ true opinions about sensitive topics from a nationally representative sample of American adults.Read more
Read more
The Sentences That Can Reduce SentencesWe partnered with The Just Trust to develop an evidence-based, reusable playbook that criminal justice advocacy organizations can use to mobilize Americans from all walks of life to do something about the urgent problems facing the criminal justice system today.Read more
Read more
Harmful Narrative Response ResearchGradient partnered with The Just Trust to identify which counter-messages are most effective in response to recurring “tough on crime” narratives, and how to avoid responses that unintentionally backfire.Read more
Read more
Criminal Legal System Messaging ResearchHow Gradient helped a client challenge its communications assumptions by testing messages against oppositional and middle-of-the-road narratives.Read more

What our partners say about us

"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
"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
"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

Insights from the blog

Explore our latest thinking on narrative research, message testing, and private opinion for nonprofits and funders. From methodology deep-dives to real-world applications, our blog keeps you grounded in what works and why.
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Use research to power the change you’re here to make.

Let’s uncover the insights that sharpen your strategy, strengthen your storytelling, and amplify your mission’s impact.
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