Choiceflows

What Choiceflows does

ChoiceFlows Inc. is a privately held Delaware c-corporation that operates as a for-purpose for-profit research and non-partisan policy think tank, focused on advancing decision-making for organizations operating in "no data" zones where products, services or markets are new. Its core offering is the Smart-X Online Decision Support System, a dashboard-based platform that integrates over twenty authoritative data sources into three indicators (Community Health, Economic Health and Quality of Life) and applies a proprietary Volumetric Choice Experiment (VCE) survey and model alongside a "what if" simulator and business reopening tool to test concepts that do not yet exist and to estimate willingness to pay. The company's core technology is the VCE methodology, co-invented by its founders five years ago, supplemented by machine learning used to continuously refresh research outputs. ChoiceFlows positions itself against "easy, inexpensive and misleading" analytics and explicitly frames its value as helping clients navigate new category creation and early-stage investment decisions.

The business model is transitioning: the company describes itself as a decision intelligence services firm moving toward a software-as-a-service (SaaS) platform-enabled services company, with Smart-X framed as the platform anchor and deployable to regions, countries, states, counties or cities. Its flagship deployment is the smartwa.us instance built jointly with nonprofit Restart Partners and machine-learning company Tanjo.ai for the State of Washington. Customer segments are horizontal rather than vertical, spanning organizations developing new products and services, and government entities seeking data-driven decision support (initially for COVID-19 recovery and reopening). No pricing, customer counts, ARR, or revenue figures are publicly disclosed. ChoiceFlows is a member of the Content Evolution federation, with CEO Kevin Clark also serving as Federation Leader & President, and is governed by a leadership team drawn from IBM, the University of Washington Evans School of Public Policy, UC San Diego economics, and Bank of America/Merrill Lynch.

Name

Choiceflows

Legal name

ChoiceFlows Inc.

Website

https://choiceflows.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

ChoiceFlows is a private decision intelligence and SaaS-transitioning company that uses its proprietary Volumetric Choice Experiment (VCE) methodology and machine learning to help organizations and governments test new products and policy decisions before full-scale investment.

Ownership category

akta.pro rank

Product category

Market Research Software

NAICS

Marketing Research and Public Opinion Polling (541910), Software Publishers (5132), Marketing Consulting Services (541613)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Real-Time Decisioning & Next-Best-Action Engines (HDAAAHAK)

Keywords

• Choice modeling
• Decision support
• Market research
• Conjoint analysis
• Policy research

Headquarters

HQ city

Chapel Hill

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Distribution channels2 records

Marketing channels4 records

Core offering

ChoiceFlows is a for-purpose, for-profit research and independent non-partisan policy think tank that applies choice experiment methods—centered on its proprietary Volumetric Choice Experiment (VCE) methodology—to help organizations make evidence-based decisions in "no data" zones. Its flagship product is Smart-X, an online decision support system that enables product, pricing, and policy decision-making without reliance on historical or observational data.

Product overview

ChoiceFlows is a decision intelligence services company that operates as a for-purpose for-profit research and independent non-partisan policy think tank organization. The company offers a single core product: Smart-X Online Decision Support System, which is a SaaS-based decision support platform. Smart-X integrates data sources, Volumetric Choice Experiment (VCE) methodology, and machine learning to help organizations test new products and concepts before full-scale investment, capture what choices people will make, and deliver results for business decision-making. The company is transitioning from a decision intelligence services company to a software-as-a-service (SaaS) platform-enabled services company.

Differentiator

Problem solved

Functional benefit

Brands

• Smart-X: Smart-X Online Decision Support System designed to help businesses recover sustainably and equitably in the wake of the COVID-19 pandemic. Integrates authoritative data sources into a single easy-to-use online dashboard with choice modeling research enabled Decision Support System.

Products and services

• Smart-X Online Decision Support System

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature1 record

Partnerships

Four partnerships are on record, tiered core and flagship.

• Restart PartnerscoreStrategic or Co-development Partner · 22 June 2021ChoiceFlows collaborated with nonprofit Restart Partners to release a groundbreaking COVID-19 study on how businesses preparing to reopen can help customers feel safe. Restart Partners was also involved in jointly developing the Smart-X decision support system.
• Tanjo.aicoreStrategic or Co-development PartnerTanjo.ai jointly developed Smart-X with ChoiceFlows as a decision support system for COVID-19. Kevin Clark serves on the board of Tanjo machine learning company.
• Content EvolutioncoreOthersChoiceFlows is a member of the Content Evolution federation. Kevin Clark is Federation Leader & President of Content Evolution. ChoiceFlows is described as a 'Content Evolution federation company'. Content Evolution is a professional membership organization.
• State of WashingtonflagshipStrategic or Co-development PartnerAn announced and operational version of Smart-X was deployed for the State of Washington (smartwa.us), representing a flagship deployment of ChoiceFlows' decision support system.

Recent moves6 records

Expansion highlights4 records

Direct peers

• Conjoint.ly: Conjoint.ly offers a SaaS platform for choice-based conjoint and MaxDiff analysis used by brands for new product and pricing research, directly comparable to ChoiceFlows' choice experiment SaaS targeting new-product decision support.
• Sawtooth Software: Sawtooth Software is a long-standing provider of conjoint analysis and choice-modeling software (CBC, ACBC, CVA), directly comparable to ChoiceFlows' stated-preference choice experiment platform built around VCE.

Broad incumbents

• Toluna: Toluna provides an automated market research platform with consumer insights and concept testing capabilities, overlapping with ChoiceFlows' technology-enabled consumer choice research.
• NielsenIQ: NielsenIQ is a global market research and consumer intelligence incumbent offering product testing and concept evaluation tools that overlap with ChoiceFlows' new-product testing value proposition.
• Qualtrics: Qualtrics is an enterprise experience-management and survey/research platform with broad market research capabilities; it competes with ChoiceFlows in the broader market for choice and sentiment research but as part of a much wider portfolio.
• Ipsos: Ipsos is a large global market research firm offering product, pricing, and innovation testing services that compete with ChoiceFlows' choice-modeling and willingness-to-pay capabilities.
• Dynata: Dynata is a large first-party data and research platform serving insights and analytics customers, comparable as a broad market research incumbent offering product and audience research services.
• Kantar: Kantar is a global market research and insights firm with established product/concept testing practices, comparable to ChoiceFlows' new-product and category-creation research services.

Emerging players

• Pollfish: Pollfish is a DIY survey platform targeting quick consumer insights for product and marketing decisions, an emerging player with partial overlap to ChoiceFlows' choice-experiment survey methodology.

Others

• Simon-Kucher & Partners: Simon-Kucher is a global consulting firm specializing in pricing, monetization, and product strategy — adjacent to ChoiceFlows' willingness-to-pay and product pricing guidance offerings.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Choiceflows