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.
• Improve product quality.
• Drive Growth.
• Decision Analyst Core Capabilities

Global Research 

Decision Analyst’s Global Research Team designs and executes cross-border studies in North America, Europe, Latin America, Australia, the Middle East and Asia. Our researchers speak and support more than 10 major languages. The group conducts product line optimization, pricing analyses, advertising and promotion tests, segmentation studies, strategy analyses, customer satisfaction tracking and new product research.

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.

Choice Modeling

Consumers can tell us what they like and don’t like. They can tell us what they will buy and what they will not buy. But rarely can they tell us why they buy one brand over another. They do not know the roles that price, brand image, package color, brand name, promotional offers and media advertising play in their purchase decisions. But with controlled scientific experiments and advanced multivariate analyses, we can implicitly measure the marketing variables that underlie the consumers' purchase decisions.

Marketing Segmentation

Decision Analyst has extensive experience in designing and conducting complex segmentation projects in both Consumer and B2B sectors. Decision Analyst’s StrategicImpact™ process melds in-depth qualitative investigations, thoughtful questionnaire design, precision sampling and multiple segmentation strategies, including neural networks and AI, to determine optimal segmentation solutions. This process is customized to each client’s needs and budget.

Decision Analyst strongly recommends an Activation Workshop at project’s conclusion, where Decision Analyst moderators and industry experts guide client’s executives to brainstorm and explore how to apply and use the segmentation results to improve marketing strategy, guide target market identification, upgrade strategic positioning, guide advertising messaging and focus new product planning.

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, experiences, 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 automotive and 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.