Company Description

Decision Analyst is a global marketing research and analytical consulting agency, serving Fortune 1000 corporations, advertising agencies, and management consulting firms. Custom research and analytical consulting are Decision Analyst’s foundational competencies. Decision Analyst is a leader in advanced analytics, mathematical modeling, simulation, and optimization techniques.

Since 1978, Decision Analyst’s mission has been to apply marketing research expertise to help clients make better decisions.  We have developed sophisticated research designs to address complex issues.  These designs include advanced analytics, modeling, and simulation via quantitative studies, as well as qualitative explorations. Decision Analyst helps companies:

• Optimize marketing strategies.
• Build stronger brands.
• Enhance customer experience.
• Boost advertising effectiveness.
• Improve package communication.
• Accelerate new product development.
• Perfect product quality.
• Drive Growth.

Decision Analyst Core Capabilities 

Global Research 

The Global Research Group designs and executes marketing research and consulting assignments in Canada, Europe, Latin America, Australia, the Middle East, and Asia. The group conducts pricing analyses, advertising tests, promotion tests, segmentation studies, strategy analyses, customer satisfaction tracking, and new product research. Our researchers speak and support more than 11 major languages. Our global employees come from Europe, Latin America, and Asia.

Strategy Research

Strategy is the formula by which the major marketing variables (advertising, positioning, product, promotion, pricing, positioning, etc.) are integrated, energized, and optimized. Our StrategicImpact™ process gathers knowledge and gains alignment among key stakeholders.  This process leads to a deeper understanding of the business needs and opportunities from every perspective, including consumers, employees, upper management, and shareholders. Ultimately, it helps guide your team toward effective, forward-moving plans with the greatest potential for strategic impact.

Marketing Optimization 

Decision Analyst focuses on primary research as the scientific basis for its marketing consulting services. Regardless of the marketing issue, marketing need, marketing opportunity, or marketing problem, Decision Analyst has the research systems, research techniques, experimental designs, analytic methods, and consulting expertise to determine cause and effect to find a scientific, proven, fact-based optimal solution.

New Product Development 

From the initial spark of an idea, to concept testing, product optimization, and then to sales forecasting, Decision Analyst offers an integrated set of consulting and research services to help expand and accelerate your new product development efforts.

Imaginators® 

Imaginators® is an online creativity community of innovative consumers who have been tested and trained for high levels of idea-centric creativity. This unique panel ideates new strategies, product or service ideas, brand names, packaging, and more. Informed by their real-life experiences, the Imaginators® generate hundreds of inventive starter ideas in online or in-person sessions.

Concept Testing 

Concept testing is widely used to evaluate new product ideas so limited resources can be focused on the concepts with the greatest probability of consumer acceptance. Our concept assessment suite includes ConceptScreen®, ConceptCheck®, ConceptTest®, and Conceptor® forecasting.

iHUTs and Clinics 

Decision Analyst’s principal product-testing system is Optima®, a monadic, normative system, comprised of modules with standardized questions. The system is tailored to each client’s product category and requirements.

For durable goods, central-location product clinics are an important technique. Decision Analyst is adept at planning and executing complex product clinics.

Advertising Research 

CopyTest® is Decision Analyst’s comprehensive,  advertising pretesting system to predict the effectiveness of semifinished to finished commercials and advertisements. CopyTest® gives you the diagnostic insight to improve your advertising.

Advanced Analytics

Decision Analyst relies on the scientific method, experimental design, and mathematical modeling to address a range of marketing, advertising and distribution issues. Traditional question-and-answer surveys assume that every respondent is self-aware enough and smart enough to accurately answer the questions. Often, these assumptions are not true. Our advanced analytics team employs an array of tools and techniques to get at the underlying truth–the real reasons for consumers’ buying decisions.

Pricing Research 

Business objectives drive the process of creating an appropriate pricing strategy. Several techniques can be used depending on the product category, complexity, distribution channels and user/decision-maker audience.

Marketing Segmentation

Market Segmentation helps a brand focus its marketing energies on maximizing the return on strategic marketing investments. We’ve found it’s often vitally important to flank a segmentation initiative with activation workshops among cross-functional teams.

Qualitative investigations 

Decision Analyst’s qualitative team designs qualitative research to explore conscious, non-conscious, emotional, and rational motives that drive consumer decisions. Focus groups, depth interviews, forums, and ethnography are the primary data collection techniques, including in-person, telephone, online, and mobile. Projective techniques, semiotics, laddering, in-the-moment, and other investigative methods are used.

ISO/IEC 27001:2022 Certification

Decision Analyst is certified to ISO/IEC 27001:2022, a widely recognized and internationally accepted information security standard, by Certification Institute for Research Quality. The certification of Decision Analyst's Information Security Management System covers the company’s physical and digital information assets. This includes the management of Decision Analyst-owned subsidiaries Symmetric and Nuance, surveys, websites, internal infrastructure (data, facilities, computers, servers), external web applications, and the processes necessary to deliver market research services to its clients.