Marketing Research:
Decision Analyst's Services
 

Advertising Research – Advertising is one of the most important and most expensive marketing functions. Yet, by some estimates, as much as half of all advertising is ineffective. To help improve advertising effectiveness, Decision Analyst offers custom research to help in advertising concept development, in the screening of creative ideas, and in the formulation of advertising strategy. Decision Analyst's Internet-based services have been designed to help develop and test advertising concepts and strategy: CopyScreen®, CopyCheck®, CopyTest®, and CopyTrack®.
 

Concept Testing – Concept testing identifies potentially successful new products early on, so that you can focus limited research and development resources (and limited marketing resources) on the new product concepts with the greatest probability of consumer acceptance.
 

Customer Satisfaction & Loyalty Research – The goal of Decision Analyst's customer satisfaction and loyalty research is to help companies maximize long-term profitability through reaping the "lifetime value" of its customers. Our consultants provide insight into all variables that influence customer satisfaction and loyalty, such as product design, strategic positioning, brand strength and brand equity, product quality, competitive activity, customer service, and advertising.
 

Database Analytics – In addition to offering segmentation, targeting, and modeling based on response history, transactional data, demographics, etc., the Database Analytic Services Group merges traditional database analytics and modeling with Decision Analyst's state-of-the-art marketing research techniques.
 

Innovation Services – Decision Analyst Innovation Services can generate ideas that will lead to the breakthrough new product concepts you need in order to stay ahead. New product and service ideas, brand names, positioning concepts, packaging and advertising slogans, and themelines are tested utilizing Imaginators®, our Internet panel of more than 2,000 exceptionally creative consumers. More than 200,000 consumers were screened and tested to recruit this panel. These creative individuals receive ongoing creativity training to enhance their natural skills and abilities. Imaginators® is the largest, and best, creativity panel in the world. 
 

Global Research – The Global Research Group designs and executes marketing research and consulting assignments in Canada, Europe, Latin America, Australia, and Asia. The group conducts market structure analyses, pricing analyses, advertising tests, promotion tests, segmentation studies, strategy analyses, customer satisfaction tracking, and new product research, as well as depth interviews and focus groups in person and via the Internet. International projects are conducted through our worldwide partners and subcontractors, as well as over the Internet using our global American Consumer Opinion® Online panel.
 

New Product Research – Our research systems allow for evaluating early-stage, new product concepts; show how to improve those concepts; and help predict chances for a concept's success. A trio of proprietary, Internet-based concept-testing services are used—ConceptScreen®, ConceptCheck® and Conceptor®—while product testing utilizes Decision Analyst's Optima® Product Testing system.
 

Online Research – The future of marketing research belongs to the Internet. Decision Analyst, an innovator in research methods for over 30 years, is charting the pathway to this future. Decision Analyst started building its Internet research capabilities and systems in 1996. Since then we have become a global leader in Internet-based research systems by developing secure, scientifically valid, technologically advanced, and carefully integrated software and systems.
 

Packaging Research – Our services help you choose and test package designs, graphics, and copy, which are critical marketing variables in some product categories, particularly for nonadvertised or underadvertised brands in self-serve shopping environments. Decision Analyst offers custom and ad hoc packaging research, and has a suite of testing software available, including PackageScreen®, PackageCheck®, and PackageTest®.
 

Product Testing – Product testing is, perhaps, the single most important type of consumer research any company ever conducts. A company with consistently superior products tends to consistently outperform its competitors in the marketplace. We conduct "real environment" evaluative research on many different kinds of products using these proprietary tools: Optima®, our standardized product-testing system,  and Pii® (the Product Improvement Index®), our primary analytical model.
 

Promotion Testing – In the world of marketing, consumer promotions might be described as a vast wasteland. Incredible sums of money are spent on promotions of dubious merit and unknown effect. Fewer than one out of every 100 promotions is submitted to any type of pretesting before it is run. Our three major Internet-based promotion testing services – PromotionScreen®, PromotionCheck®, and PromotionTest® – have been designed to best develop and test promotion concepts and strategy when it counts: before they hit the market.
 

Qualitative Research – Sound qualitative research is a vital component in decision-oriented marketing research. It is especially useful in developing hypotheses about consumer motivations and in helping us understand a topic from the consumer’s perspective, in the consumer’s own language. We emphasize nondirective and projective interviewing techniques in our qualitative investigations because we believe these methods produce the most inclusive and unbiased results. Our qualitative research is marketing-oriented (as opposed to a psychological or sociological orientation). We emphasize questions and issues of marketing significance in our qualitative investigations and analyses. Decision Analyst offers both in-person and online qualitative research services.
 

Shopper Insights – The term “shopper insights” refers to marketing research focused upon the in-store and near-store behavior and experiences of consumers. In particular, it is an in-depth study of the influences and factors within the retail environment that shape consumer perceptions and behaviors.
 

Strategy Research – While strategy development is a complex issue and many different research techniques can be used, we tend to favor a multiphased approach: from development, through evaluation and optimization, to monitoring. Our marketing strategists develop research solutions which integrate and energize the major marketing variables (advertising, product, promotion, etc.).
 

Tracking Research – New and established products give rise to the need for tracking awareness, trial, usage, and image (either continuously or periodically). Decision Analyst's tracking research can be conducted by telephone or over the Internet through our large consumer panel of online households. Our systems can be used to track advertising awareness; product, brand, and image awareness and attitudes; customer satisfaction; and new product market tests.