Decision Point

What Decision Point does

Decision Point is a privately held market research and consumer insights firm founded in 2009 and headquartered in Madison, Wisconsin. The company provides custom quantitative and qualitative research, innovation research, and marketing consulting services to enterprise clients across CPG, healthcare, financial services, toys, fitness, automotive components, and other verticals, with a client base that includes Fortune 500 companies and global manufacturers. Service delivery relies on a small core team (1-10 employees) supported by a distributed global network of field experts, enabling multi-country research projects across at least eight countries plus the United States without permanent international offices.

The firm's core offering spans four service lines: qualitative research (ethnographies, in-depth interviews, focus groups, shop-alongs, UX testing), quantitative research (surveys, segmentation, conjoint, TURF, driver analysis, brand equity, attitude and usage studies), innovation research (white space analysis, ideation, concept optimization, in-home usage tests, in-market testing), and marketing consulting (brand strategy, competitive analysis, innovation pipeline, interim brand management). Underlying these services are proprietary analytics tools — including an Optimization Tool and a Messaging Optimization model — that apply econometric and iterative learning techniques using derived consumer response data rather than stated responses to produce more predictive outputs. Standard industry methodologies (conjoint, TURF, segmentation, driver analysis) are offered alongside these proprietary models.

Decision Point operates as a project-based professional services firm with engagement-based pricing and no publicly disclosed rate cards. Go-to-market is relationship-driven enterprise sales, supported by LinkedIn presence, an extensive case-study library, and direct outreach via Calendly, email, and phone. The firm is independently owned with no external funding, no parent company, no disclosed M&A activity, and no identified channel partners; growth has been organic and self-funded over fifteen-plus years of operation.

Name

Decision Point

Legal name

decision point Inc.

Website

https://decision-point.net

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742), Services-Advertising Agencies (7311)

akta.pro primary industry

Product & Innovation Research (Concept, Pricing, Packaging, Conjoint) (MPAAALAI)

akta.pro secondary industry

Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH)

Keywords

• Consumer market research
• Qualitative research services
• Quantitative research services
• Innovation research
• Marketing strategy consulting

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Custom Research Services: Project-based professional services including qualitative research (interviews, focus groups, ethnographies, shop-alongs, user testing), quantitative research (surveys, segmentation, conjoint analysis), and innovation research. Engagement-based pricing tailored to client needs.
2. Marketing Consulting: Strategic consulting services including brand strategy, competitive analysis, innovation pipeline development, and interim brand management. Provided as standalone engagements or integrated with research services.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Decision Point is a custom market research and consumer insights firm that designs and executes qualitative, quantitative, and innovation research engagements for enterprise clients. It pairs traditional research methods (ethnographies, focus groups, in-depth interviews, surveys) with proprietary analytical tools (Optimization Tool, Driver Analysis, Messaging Optimization) and offers complementary marketing consulting including brand strategy, competitive analysis, and innovation pipeline development. Deliverables are project-based, tailored to each client's unique business questions rather than sold as off-the-shelf products.

Product overview

Decision Point is a market research and consumer insights firm offering a comprehensive suite of research and consulting services. Their portfolio consists of four core service areas: Qualitative Research (ethnographies, in-depth interviews, focus groups, simulated shopping, shop-alongs, user testing/UX), Quantitative Research (optimization, segmentation, conjoint analysis, pricing, TURF analysis, brand equity, driver analysis, A&U studies), Innovation Research (white space analysis, idea generation, concept optimization, IHUTs, in-market testing, innovation workshops), and Marketing Consulting (strategic planning, brand strategy, competitive analysis, innovation pipeline). These services are supported by proprietary analytical tools including their Optimization Tool and Messaging Optimization model. The company operates as a project-based consulting firm rather than a software platform, delivering custom research engagements tailored to each client's unique needs across industries including consumer goods, financial services, healthcare, retail, and media.

Differentiator

Problem solved

Functional benefit

Products and services

• Qualitative Research Services In-depth consumer research methods — including ethnographies, in-depth interviews, focus groups, simulated shopping, shop-alongs, and user testing / UX research — designed to uncover nuanced consumer experiences, attitudes, and behaviors for enterprise brand and product teams.
• Quantitative Research Services Statistical consumer research methodologies — including optimization, segmentation, conjoint analysis, pricing research, TURF analysis, brand equity measurement, driver analysis, and attitude & usage studies — providing a robust foundation for data-driven marketing and product decisions for enterprise clients.
• Innovation Research Services End-to-end innovation journey support covering white space analysis, idea generation, concept optimization, in-home usage tests, in-market testing, and innovation workshops to guide enterprise clients from ideation to product launch.
• Marketing Consulting Services Strategic marketing advisory services — strategic planning, brand strategy, competitive brand analysis, innovation pipeline development, key initiative guidance, and interim brand management — for enterprise marketing and brand teams, offered standalone or integrated with research engagements.

Quantifiable outcome

• Client exceeded Y1 sales expectations for new product launch using optimized packaging messaging that outperformed original design 2-to-1
• +5 more outcomes

Named customers13 records

Segments9 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Escalent: Insights and analytics firm combining custom research, advanced analytics, and advisory across industries including CPG, healthcare, and financial services. Closely matches Decision Point's services mix.
• C Space: Custom consumer insights and market research firm serving global brands with qualitative, quantitative, and community-based research. Closely comparable to Decision Point in methodology mix and enterprise CPG/healthcare client base.
• Hall & Partners: Brand strategy and consumer insights consultancy combining qualitative, quantitative, and brand equity work for global enterprises. Overlaps directly with Decision Point's brand strategy and consumer research practice.
• Kadence International: Global market research agency offering qualitative, quantitative, and innovation research across multiple markets. Comparable in offering mix and international reach, with a similar mid-sized profile.
• B2B International: Specialist B2B market research firm delivering custom research programs for global B2B brands. Comparable to Decision Point's B2B-focused engagements and project-based consulting model.
• The Hartman Group: Consumer insights firm focused on food, beverage, and lifestyle categories, providing qualitative, quantitative, and cultural research. Comparable to Decision Point's CPG and food/beverage segment work.
• Material: Insights, strategy, and design consultancy delivering custom research and brand strategy for major brands. Comparable to Decision Point's combination of marketing consulting and consumer insights.

Broad incumbents

• Ipsos: One of the largest global market research and consumer insight firms, offering the full suite of qualitative, quantitative, innovation, and brand research. Competes with Decision Point for enterprise research budgets at much greater scale.
• Kantar: Global insights and consulting firm offering brand strategy, consumer research, innovation, and analytics. Overlaps with Decision Point's full-service research and brand consulting practice as a scaled alternative.
• Mintel: Global market intelligence firm providing consumer research, product innovation insights, and category reports. Adjacent to Decision Point's innovation and product research services as a broader, syndicated-data competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/decision-point_2
• Xx.com/decisionpointco
• Facebookfacebook.com/DecisionPointConsulting

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Decision Point