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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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Leverage brand insights to maximize investment value

Identify the brand attributes that significantly drive market performance. Gradient’s detailed brand analyses enable private equity firms and investment banks to strategically position portfolio companies and enhance competitive advantage.
Explore Our Work
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Clearly define competitive positioning for your portfolio

Effective brand positioning is critical to enhancing market success and investment returns. Through targeted brand research, we clarify how portfolio companies are perceived in the marketplace, highlighting opportunities for differentiation, competitive advantage, and sustainable growth.

Identify core brand strengths
Clearly pinpoint brand attributes that drive consumer preference, purchase decisions, and customer loyalty, informing strategic direction and value creation initiatives.
Strategically benchmark competitors
Accurately assess where your portfolio companies stand relative to competitors, identifying opportunities to strengthen differentiation and capture market share.
Guide informed strategic decisions
Equip investment and operational teams with actionable insights to refine positioning strategies, optimize brand equity, and accelerate company performance.

The Gradient difference

  • Define strategic objectives
    We start each engagement by clearly identifying the investment or operational decisions your team needs to make, ensuring all research insights directly align with your strategic priorities.
  • Design targeted research
    Utilizing rigorous statistical approaches, we develop targeted surveys and analyses specifically tailored to address critical strategic questions relevant to your investment goals.
  • Analyze & interpret
    Our team of data scientists and PhD researchers not only reveal how portfolio companies perform relative to market peers but clearly articulate the underlying reasons behind brand performance, translating data into actionable strategic insights.
  • Activate insights
    Rather than generalized reports, we provide clear, precise recommendations empowering your firm to confidently optimize brand positioning, market strategies, and investment decisions.
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Survey methodologies that drive results

Brand Equity Analysis

This detailed analysis quantifies the brand attributes that significantly impact market performance, enabling your firm to:

  • Clearly understand the underlying factors driving brand value and consumer preference.
  • Benchmark portfolio companies accurately against key competitors.
  • Strategically enhance brand differentiation and market presence.
  
Brand Health Tracking

Regularly track and evaluate critical brand performance indicators to proactively manage portfolio health. This ongoing analysis allows your firm to:

  • Monitor shifts in consumer perceptions and market positioning over time.
  • Identify emerging risks or opportunities early, informing timely strategic interventions.
  • Assess the effectiveness of strategic initiatives on brand health and market performance.
  
Competitive Positioning Analysis

Clearly map the competitive landscape by analyzing key consumer perceptions and market performance metrics. This comprehensive view equips your team to:

  • Identify strategic strengths and areas requiring enhancement.
  • Discover unique positioning opportunities for your portfolio companies.
  • Align strategic initiatives with market realities to optimize competitive advantage.
  

Trusted by leading organizations

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Ready to strengthen your portfolio’s market position?

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