Covariate. is a boutique customer insights consultancy helping small to mid-sized businesses turn complexity into clarity through human-centered research and strategy.
We believe that data should reflect people—not just performance. That’s why everything we do is designed to respect the customer’s time, mindset, and experience. The result? Research that actually moves the needle.
Tarik Covington is the founder and chief strategist of Covariate. With a Master of Science in Applied Psychology from University of Southern California and over a decade of experience in customer insights, Tarik blends behavioral science with real-world empathy to deliver research that resonates.
Before launching Covariate., Tarik led insights and analytics initiatives across fintech, healthtech, and SaaS startups—building a reputation for connecting data with decisions. His work consistently bridges the gap between what customers experience and what companies need to know.
Driven by the belief that good research honors the humanity behind the numbers, Tarik created Covariate. to help businesses build better bridges with the people they serve.
“We start with empathy and end with clarity.”
Every engagement begins with listening. We tailor our methods to your goals—and the lived realities of your customers—so the insights are not only rigorous but usable.
Covariate.’s journey began here: watch a breakdown of the founder’s master’s thesis – the pivotal research that shaped our flagship framework.
