Worthy Strategy Group was founded by Gretchen Barton with a clear mission: to unlock the deeper truths that drive people and use those insights to create real, meaningful change.

After years of diving into America’s most pressing challenges—poverty, immigration, trust in truth, and what Americans need from their leaders—Gretchen saw a gap in how research was being done. Too often, the process stopped at surface-level understanding, missing the heart of what truly moves people.

With a passion for listening deeply and connecting the dots between complex issues, Gretchen launched Worthy Strategy Group to not only uncover what makes people tick but also to help leaders, campaigns, and movements use those truths to inspire action and create lasting impact.

Board Members: Kirk Cheyfitz, Catharine Hays, Gregg Hurwitz 

At Worthy Strategy Group, we don’t just crunch numbers or analyze data—we dig deep to uncover the real, human truths that drive people. Using tools like metaphor elicitation, we get to the heart of what shapes people’s thoughts and actions, uncovering the unexpected insights that others might miss. This isn’t your standard research. It’s about storytelling, emotion, and connection—helping campaigns and causes tap into what really matters to people and create change that sticks. It’s not just research; it’s research that resonates​.