15 years ago, Decision Insight pioneered virtual shopping research – demonstrating that virtual test scenarios provided incredibly accurate shopper projections at a fraction of the cost of in-store testing – and much richer shopper learning.

Analyzing sales data that mined shoppers’ past behaviors was an industry standard. For DI, using legacy data to make decisions about the future was counterintuitive – after all, quantum leaps are not made while looking over one’s shoulder. We wanted quantum leaps.

We began to pair data and results with strategy – providing a data-driven, strategic point-of-view. We turned test data into insights, knowledge, intelligence – and real world activation. We followed a path: Discover, Create, Validate, Activate. “What if?” became our mantra.

Today, Decision Insight is a trusted advisor to many of the top CPGs, manufacturers and retail brands in the world. Traditional retail, digital retail, or a combination of both, no one understands today’s shopper like Decision Insight.

“It’s the research, it’s the art and science of what research was born to do, that we apply in the market and the evolving shopper world.”

CEO Cathy Allin


ShopperIQ, Decision Insight’s proprietary suite of virtual shopping research solutions, provides the go-to-market confidence required in today’s competitive retail world.


Learn More
The ability to proactively influence consumers along the digital path to purchase makes your online presence a critical marketing tool.


Learn More
Decision Insight is a thought leader in Category Management. From Bricks and Mortar, to eCommerce Solutions, Category Leaders trust DI to optimize the Path to Purchase.


Learn More
From White Space exploration, to Line Extensions, Package Testing and the optimization of Digital assets, Decision Insight sheds light on undiscovered marketplace opportunities.


Learn More
DiningIQ is Decision Insight’s proprietary suite of virtual restaurant research solutions.


Learn More

What Our Clients Are Saying

Based on the results from this virtual shopping test, we updated the set in an in-store test which quickly sealed the deal… In-market results confirmed virtual test results that the Shopper Segment layout increases shoppability, builds bigger baskets, and grows sales.

Director of Consumer Strategy & Insights

In the virtual shopping tests conducted by Decision Insight, results aligned beautifully with in-store sales after the solutions were implemented at retail. We are very confident in their work.

Consumer & Shopper Insights

Decision Insight’s methodology was excellent and the team delivered as promised. Two phases of research led to a dozen recommended spice aisle solutions with varying assortment, arrangement, and merchandising that will drive increased category performance and shopper satisfaction.

Consumer & Customer Insights

Decision Insight enabled us to have a rapid, reliable, and risk-free system that delivered predictive sales performance of shelving strategies before going to market. They delivered rich diagnostics on visibility, awareness, and shoppability in a highly cost- and time-efficient manner.

Director of Insights & Analytics


Retail Meets Digital

Digital Era 4 Ps are Course Changers

How do basic shopper and category strategies translate to the eCommerce environment?

Read More

How We Work

Four Foundational Tenets

Discover, Create, Validate, and Activate: Successful journeys begin with clearly defined destinations…

Read More

Decision Trees

Consumer or Shopper Decision Trees?

Call a Decision Tree What You Want, but Shoppers Don’t Shop Trees

Read More

Industry Focus

Online Menu Testing

If your UX testing doesn’t predict buying behavior you risk a great experience that doesn’t lift sales!

Read More


Even though we use technology, and it’s very important that it differentiates us, it’s not what drives us and it’s not what defines us, it’s something we use. But it’s the research, it’s the art and science of what research was born to do, that we apply in the market and the evolving shopper world.

The shopper must be in the moment, must be in the context of the environment of which they are doing their purchasing – either in the store or online.

Think about yourself and your shopping experiences. When you go into a store it is very different from shopping online. The assortment and the selection you are exposed to in a physical store is limited by physical constraints. Digital has no physical constraint.

We understand that a shopper has those different experiences and it’s our job to help you understand what to do when they are in those environments – and what is it that we need to do to optimize for you when the shopper is in one environment or another. Because is essence, that is who we are.


Discover - Create - Validate - Activate