decision point
Madison, WI
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Company Description
decision point: Fueling Business Breakthroughs
At decision point, we help businesses unlock growth by combining deep research expertise with real-world business insight. We partner with both B2C and B2B companies to uncover clear, actionable answers to your most pressing questions.
Our capabilities include:
- Ethnographies and in-depth interviews
- Concept testing and optimization
- Conjoint analysis
- Brand equity studies
- Segmentation
- New product development
- Marketing consulting
…and more.
What sets us apart is the unique blend of experience we bring to every project. Our team includes not only expert researchers but also strategic decision-makers — professionals who’ve led brands, launched products and shaped strategies from the inside. Because we’ve been in your shoes, we know what kind of insights drive real business outcomes.
From early-stage exploration to go-to-market strategy, we approach every project with a strategic lens, ensuring findings are not just well-researched but truly impactful. Every project is customized to your business goals, and our insights are designed to be put into action.
Let’s turn insights into action — and fuel your next business breakthrough.
Year Established: 2009
Research Services and Specializations
- Advertising Research
- | Attitude/Usage Studies
- | Brand Equity
- | Brand Positioning Studies
- | Brand/Image Tracking
- | CX/UX-Customer/User Experience
- | Communication Strategy Research
- | Concept Development
- | Concept Optimization
- | Conjoint Analysis/Trade-Off Analysis
- | Customer Satisfaction Studies
- | Ethnographic Research
- | Hybrid Research (Qual/Quant)
- | Journey Mapping
- | Market Segmentation Studies
- | One-on-One (Depth) Interviews
- | Package Development Research
- | Packaging Testing
- | Pricing Research
- | Product Development Research
- | Segmentation Studies
- | Shopper Insights
- | Usability Testing
Madison, WI 53708
United States
- Customer Contact(s):
-
Nicole Wyrembeck, President
Kelli Betsinger, Research & Branding Consultant
- 608-695-3027
- 608 358-8408
- Affiliations & Certifications
- Insights Association (United States)