Discover Covariate Human-Centered Insights
Explore how Covariate Human-Centered Insights transforms complex data into actionable intelligence, empowering businesses to make informed decisions through user-focused analytics and research.
tarik covington
Founder of Covariate. | Human-centered insights with an analytical edge.
I’m Tarik Covington, founder and chief strategist of Covariate.—a human-centered insights consultancy helping companies ask better questions and build deeper connections with the people they serve.
I started Covariate. because I saw a pattern: too many businesses drowning in data but still missing the point. Behind every metric is a person—and I believe research should reflect that. With a background in consumer insights and a Master of Science in Applied Psychology, I combine behavioral science with thoughtful design to turn feedback into clarity, not noise.
Before launching Covariate., I led insights and analytics work across fintech, healthtech, and SaaS startups—translating data into strategy and surfacing what really drives customer behavior. Along the way, I developed CovIQ™, a proprietary audit model that helps companies improve the quality and humanity of their surveys.
This work is personal to me. I’m here to help businesses move beyond checkbox feedback and build research experiences that are intuitive, inclusive, and actually useful. Whether I’m redesigning a survey, leading an in-depth interview, or mapping the customer journey, my goal is always the same: help you listen better, act smarter, and stay human.
At Covariate., we blend rigorous data analysis with a deep understanding of human factors to deliver tailored business intelligence solutions. Our evolving expertise spans research, analytics, and user experience design, all aimed at unlocking the full potential of your data. Connect with us to explore how our insights can drive your success.