Informed Decisions Group, Inc. is a full-service behavioral insights firm focusing on shopper insights, customer behavior and market research. Using these tools, IDG measures the behavioral impact on branding, shopping, sell-thru and market structure. Eye-Tracking with a multitude of retail and virtual environments lead our innovations in shopper sciences and user interaction for web and mobile applications. Our methodologies apply cohesive quantitative and qualitative designs with proprietary technologies.
IDG’s goal is to bring our clients closer to their customers by applying visual, marketing and behavioral sciences. By combining these data points with advanced analytics and examining the changes in customer behaviors, IDG has a 360 degree understanding which our clients can leverage against their competition.
Our shopper insights solutions leverage in-store, retail labs, virtual and mobile venues to best fit the ideal method, project objectives, budget and timeline.
Consumer & Market
Our team has the scientific background, research expertise, and end-user understanding that makes them one of the best in the industry.
Our 5-Stage gate fits where clients are in the NPD process and produces IDG’s Ideal Product Model. This is where the Target Market, Ideal Benefits and Desired Consumer Experience all intersect.
Methods & Tools
IDG was one of the first companies to recognize the untapped resource of engaging customers through their mobile devices and has been on the forefront of quantitative methods since our inception.
Our qualitative team consists of experts in behavioral science rather than just moderators. As client needs have become progressively complex, so have our teams’ qualitative abilities.
IDG’s imPulse is a powerful mobile research platform ideally suited for In-The-Moment Research. Studies can be designed for custom quantitative research as well as for qualitative investigations.
A recent study on 21 brands at retail found that the correlation between what shoppers recall what they actually looked at was only .096, clearly demonstrating that recall is NOT a proxy for visual attention measurement.
Behavioral neuroscience allows our clients to measure the true emotional impact of their consumers while shopping, evaluating signage & packaging, websites and advertisements / promotions.
We share a passion for innovating and applying advanced analytics. The team is comprised of experts from multiple disciplines including social sciences, applied mathematics/statistics and behavioral / neuro sciences.
Over the past 11 years, Informed Decisions Group, Inc. has helped our clients optimize their strategies to meet the demands of the modern marketplace. Our team’s work spans across a number of industries including CPG, durables, retail, home improvement, tools, pet products, QSR, financial and auto/motor sports. From new product development, market segmentation and merchandising to package and POG optimization, just to name a few, IDG’s team has worked on thousands of innovative studies for our clients. Some of these projects are detailed as case studies for your review at the top of this page. If you don’t see a case study for a scenario you are interested in, please contact us and we are happy to provide additional case studies at your request.
Clients & Testimonials
The folks at IDG have performed various market research projects for me. Each time I work with them is a wonderful experience! Their team consistently provides creative and effective market research solutions. The quality of work is always of the highest level, and done so at a very reasonable cost. Not to mention, usually performed under very tight timelines. With IDG, you get the benefits of experience and market research expertise, with the personal touch of working with a small agency. I would recommend IDG to anyone with market research needs.
IDG does a better job than most of combining a practical business approach with the academics and rigor of market research. The projects they design are always right-sized according to the ROI of the business issue that needs solved. Furthermore, their deliverables go far beyond numbers, charts, and graphs; They do the extra work behind the scenes to understand my business and provide meaningful recommendations and insights.
ACCEL Performance Group
I’ve always been impressed with their expertise, out-of-the-box thinking, and enthusiasm for doing cutting edge research. IDG regularly reaches out to me with new, advanced capabilities, and are always on the lookout for the next, practical research innovation. They are great consultants who will give you a second opinion to your ideas, talk through pros and cons and will make recommendations towards arriving at great insights.
IDG is my go-to company whenever I need consumer research. They are genius without pomp and always deliver great results with an enthusiastic spirit. Furthermore, they are proactive learners and I appreciate their commitment to exploring and offering cutting edge techniques. I highly recommended them!
Head Country Food Products, Inc.
Our work with IDG has innovated the way we look at shopper insights and in-store research from a mobile and visual perspective. Adding eye-tracking to our behavioral data has helped us to understand how changes in store impact shopper behavior and sales. By knowing which elements are catalysts and which are cannibalizing attention has given us a scientific security in our strategies for signage, aisle organization and POGs.