Burke, Inc. is pleased to announce the launch of Gravity Points, a strategic framework that helps organizations uncover, prioritize, and act on the moments that matter most in the customer journey.
By unifying data across organizational silos and centering on empathy-driven insights, Gravity Points empowers brands to design experiences that not only strengthen customer connections but also fuel measurable business growth.
“Gravity Points is designed to evolve with clients’ ever-expanding CX ecosystems, helping them transform customer understanding into tangible business outcomes,” said Mike Deinlein, Vice President, Corporate Innovation at Burke, Inc. “By highlighting the moments that matter most, and what customers want in those moments, organizations gain clarity and confidence in where to focus, ensuring every investment creates lasting impact.”
Gravity Points is grounded in four key forces of empathy: Emotional Mass, Customer Benefit, Customer Expectation, and Context. By mapping these forces across all journey touchpoints, organizations can identify which moments shape the overall experience, and what customers truly want from those moments.
Built for actionability, the Gravity Points framework empowers CX leaders and research teams to align resources, integrate existing data, and uncover insight gaps -- driving targeted, people-first solutions. By moving beyond traditional metrics, the framework helps future-proof customer experience programs and accelerate innovation across the organization.
Founded in 1931, Burke is an independent decision sciences, insights, and innovation firm. Burke capitalizes on its state-of-the-art research execution, advanced analytical techniques and leading-edge technology to provide decision-support solutions to companies across all major industry sectors.
A 100% employee-owned company, Burke is also the industry leader in marketing research and consumer insights education through Burke Institute. Burke, Inc. acquired Seed Strategy in 2014, creating a world-class consultancy with the ability to provide stronger, more actionable perspective for clients through the pairing of Burke’s prowess in research-based decision support and Seed Strategy’s expertise in new product innovation and strategic brand development.
Burke is a WBENC-Certified Women’s Business Enterprise and is certified to ISO 20252 for Market, Opinion and Social Research and ISO/IEC 27001 Information Security Management Systems standards. Burke is headquartered in Cincinnati, Ohio.
