Company Description

CSS/datatelligence: Strategic Foresight, Consumer Truths and Innovation at Scale

CSS/datatelligence, a division of CRG Global Inc., is a leading-edge sensory and consumer insights and innovation partner that blends traditional research excellence with next-generation predictive intelligence. With a legacy rooted in rigorous qualitative and quantitative methodologies, built over 35 years, CSS has evolved into a strategic partner, helping brands navigate complexity, uncover white space and future-proof their innovation pipelines.

At the heart of CSS’s offering is a commitment to understanding consumers in context—where they live, shop and engage. Through its national network of Test America Studios, CSS operates state-of-the-art testing facilities in 14 high-traffic U.S. markets, including Los Angeles, New Jersey, Miami, Chicago and Dallas. These facilities are equipped with test kitchens, fragrance sensory rooms, laundry labs and spacious focus group rooms, enabling in-person product testing and immersive research.

Our strength lies in our people – skilled research professionals who bring deep expertise, intellectual curiosity and a passion for innovation. Not only methodologically rigorous but also culturally attuned and commercially savvy, enabling them to uncover nuanced consumer truths and translate them into actionable strategies. A collaborative spirit and consultative approach make CSS a trusted partner to our clients, seamlessly embedding into internal teams to co-create the right insight solutions.

Our U.S. capabilities are further amplified by long-standing international partnerships and membership of a global joint venture that enables us to conduct consumer research across six continents and in over 30 countries. This worldwide reach allows us to support clients in all CPG categories—including fragrance, health and beauty, food and beverages and household products—while maintaining the same high standards of quality, cultural relevance and methodological rigor.

What sets CSS apart is its integration of predictive intelligence through CSS-PI. This specialized division leverages a proprietary prediction market platform that transforms how brands evaluate ideas, trends and innovation potential. PI uses a gamified interface and a validated behavioral algorithm to tap into the “wisdom of crowds,” asking participants to bet virtual currency on how others will respond to ideas and concepts, not just how they personally feel. This approach reduces rational response bias and delivers foresight with 90% accuracy.

CSS-PI is deployed across two core applications:

• HUUNU Futures: Predicts the timing, trajectory and impact of emerging trends, helping brands anticipate what’s next and when it will matter.
• HUUNU Foresight: Evaluates the market potential of early-stage ideas, optimizing features, messaging and product lineups before launch.

CSS-PI’s predictive intelligence is not just about numbers—it’s about narrative. Participants justify their bets with qualitative rationale, revealing the “why” behind the “what” and surfacing unknowns that some traditional surveys miss. This dual-layered insight, quantitative validation plus qualitative depth, makes CSS-PI a powerful tool for innovation, brand strategy and go-to-market planning.

Complementing this is CSS’s Content Creator Community, a dynamic research capability that taps into a vetted community of over 7.3 million content creators across 100+ global markets. These content creators are cultural barometers, trendsetters and consumer proxies and CSS engages them in qualitative interviews, foresight surveys and co-creation sprints to uncover emerging needs, validate white space and shape brand narratives.

Integrating insights from content creators, consumers, AI and predictive analytics delivers a 360° view of the future. It empowers clients to move from reactive to proactive, from insight to foresight and from data to decision.

In a world where consumer behavior is shifting faster than ever, CSS/datatelligence stands as a strategic ally for brands seeking clarity, confidence and competitive edge. Whether it’s decoding across global markets, validating disruptive ideas or forecasting the next big trend, CSS delivers insight that inspires action and innovation that endures.