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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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Appraise by Gradient:
Predictive customer analytics and corporate valuation

Make better operational and investment decisions with highly predictive forecasts that provide clarity on both LTV distribution and company growth prospects.
Explore Our Work
Contact Us

Your cohort analysis due diligence is not as accurate as it could be

Companies tend to have the least amount of information on their most recent and relevant customers. Appraise deconstructs customer cohorts to better understand business health and go-forward prospects. 

More accurate and realistic revenue projections

Using historical cohort behaviors to project future spend will frequently lead to over-(or under-) estimates of future performance.

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Identify drivers of high-value customers

Optimize your marketing strategies by targeting potential customers with
similar profiles to those with the highest LTV.

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Back up your strategy with real consumer data

Make better operational and investment decisions with highly predictive forecasts that provide clarity on both LTV distribution and company growth prospects.

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The Gradient difference

  • Define strategic objectives
    Each Appraise project starts by identifying the specific investment decisions and strategic questions you need to address, ensuring analytics deliver actionable insights aligned with your goals.
  • Design targeted research
    Utilizing advanced, proprietary modeling techniques on transactional data, Appraise precisely quantifies customer-related risk and opportunity for rigorous due diligence.
  • Analyze & interpret
    Our team of data scientists and PhD researchers translate complex customer transactional patterns into clear, strategic insights, directly informing your investment decisions and growth strategies.
  • Activate insights
    Instead of general reports, we deliver precise recommendations, enabling immediate strategic actions to enhance portfolio value and mitigate investment risks.
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What you get

A detailed view of your complete customer base

You will get a complete picture of the historic customer base of the company you're looking to acquire or sell. 

  • Customer Lifetime Value: Undiscounted 5-year Total LTV (including captured sales) net of returns
  • Transactions: The total number of transactions expected per customer (including captured) over 5 years
  • AOV: The average order value
  • % Churned: The average probability that a given customer in the associated cohort has churned from the customer base
  • ...And more.
  
An actionable breakdown of cohort LTV by your most important drivers

Accurate estimates of what truly drives high customer value so you can target look-a-like audiences

  • Drivers, such as acquisition channel, demographics, product purchases, and support interactions can be modeled in a way to identify drivers of customer profitability
  • Discover how acquisition channels drive LTV over time, and reconsider your ad spend strategies accordingly (see example graph)
  • Learn how first purchase basket size influences LTV over time
  • Identify which initial product purchases are most likely to have a high LTV, and incentive customers to add those products to their initial purchases
  
A more accurate and realistic revenue projection

Appraise deconstructs customer cohorts to better understand business health and go-forward prospects.  

  • Using historical cohort behaviors to project future spend will frequently lead to over-(or under-) estimates of future performance 
  • In this example, the Appraise model suggested a meaningfully different future for the business vs. traditional cohort models; this example business is currently tracking slightly below, but inline with the Appraise estimate
  • A detailed breakdown of projected revenue by various CPA and ad spend scenarios
  
CASE STUDIES

Success stories at a glance

Discover how investment firms have leveraged Appraise’s customer analytics to conduct more precise due diligence, optimize valuations, and strategically improve portfolio performance.
Read more
Orthofeet Customer-based Corporate Valuation

Gradient developed a statistical Customer Lifetime Value (CLV) model for Orthofeet's direct-to-consumer (DTC) channels, leveraging historical transactional data to predict future customer behavior and financial forecasts.

Read more

Trusted by leading organizations

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Ready to refine your financial due diligence?

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