Decision Insight
Decision Insight, operating as TELUS Shopper Insights under TELUS Agriculture & Consumer Goods, is a Kansas City-based shopper insights firm that runs virtual shopping simulations and eCommerce research for CPG manufacturers, retailers, and digital brands.
- Company typePrivate
- Founded1983
- HeadquartersKansas City, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Decision Insight does
Decision Insight, founded in 1983 in Kansas City and now operating as TELUS Shopper Insights within TELUS Agriculture & Consumer Goods (a division of TELUS Corporation), is a shopper insights and retail strategy firm that delivers behavior-driven predictive research to CPG manufacturers, retailers, and eCommerce brands. Its core offering, the ShopperIQ Virtual Shopping platform, replicates real shopping experiences in a controlled simulated retail environment and applies predictive analytics, eye tracking, and consumer decision tree analysis to measure findability, engagement, and purchase drivers with claimed 0.90+ correlation to in-market sales data. A second platform, Digital.IQ, extends the same test-and-learn methodology into eCommerce optimization, analyzing how consumers engage with retail websites, product listings, images, and descriptions to improve online visibility and conversion. Underlying components include proprietary virtual shopping simulation, non-intrusive eye tracking, behavioral benchmarking across 15+ years of CPG category work, and registered proprietary brands ShopperIQ and Digital.IQ.
Decision Insight firmographics
Firmographics- Name
- Decision Insight
- Legal name
- TELUS Corporation
- Website
- https://decisioninsight.com
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Decision Insight, operating as TELUS Shopper Insights under TELUS Agriculture & Consumer Goods, is a Kansas City-based shopper insights firm that runs virtual shopping simulations and eCommerce research for CPG manufacturers, retailers, and digital brands.
- Ownership category
- akta.pro rank
Decision Insight industry classification
Industry- Product category
- Shopper Insights and Retail Strategy Research
- NAICS
- Marketing Research and Public Opinion Polling (541910)
- akta.pro primary industry
- Shopper & Retail Insights (In-Store/Path-to-Purchase, Category Insights) (MPAAALAJ)
- akta.pro secondary industries
- Market Research & Consumer Insights (BPAHALAA), Shopper Insights & Path-to-Purchase Research (MPAAAJAL), Shopper Marketing Strategy & Planning (MPAAAJAA), Market, Shopper & Category Insights / Research Services (CRAOAOAI), Category Management & Assortment Strategy Services (CRAOAOAA)
Keywords
Where Decision Insight is headquartered
LocationHeadquarters
- HQ city
- Kansas City
- HQ country
- United States
- HQ region
- North America
Markets served
Decision Insight business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Shopper Research Services: Provides shopper insights and research services to CPG manufacturers and retailers. Services include category and shopper research, virtual shopping studies, path to purchase analysis, pricing and promotional testing, and eCommerce optimization. Revenue generated through project-based research engagements and consulting services.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Decision Insight product offering
Product offeringCore offering
Decision Insight (now TELUS Shopper Insights) provides behavior-driven shopper insights and retail strategy research to CPG manufacturers, retailers, and eCommerce brands. Its core services include virtual shopping studies using the ShopperIQ Virtual Shopping platform, eCommerce optimization via Digital.IQ, category and shopper research, planogram and aisle navigation testing, pricing and promotional analysis, packaging and brand impact assessment, and consumer decision tree analysis, delivered through project-based consulting engagements.
Product overview
TELUS Shopper Insights (formerly Decision Insight) is a comprehensive shopper insights and research platform operating as a single unified service with two integrated research solutions: ShopperIQ Virtual Shopping (award-winning virtual testing platform) and Digital.IQ (eCommerce optimization platform). The service provides behavior-driven predictive analytics to help CPG manufacturers, retailers, and brands test and validate pricing, packaging, placement, and merchandising strategies before market launch.
Differentiator
Problem solved
Functional benefit
Brands
- ShopperIQ Virtual Shopping: Proprietary virtual shopping research platform that delivers predictive insights for retail strategy with 90%+ correlation to in-market sales data.
- Digital.IQ
Products and services
- TELUS Shopper Insights (formerly Decision Insight) - Shopper Insights and Research Service Behavior-driven shopper insights and retail strategy research service that helps CPG manufacturers, retailers, and brands optimize product placement, pricing, packaging, and merchandising strategies before market implementation through category research, planogram testing, pricing analysis, consumer decision trees, and virtual shopping studies.
- ShopperIQ Virtual Shopping Award-winning proprietary virtual shopping research platform that replicates real shopping experiences in simulated retail environments, providing validated predictive insights with correlations to in-market sales data of 0.90 or greater. Used to test pricing, packaging, placement, and merchandising decisions before launch.
- Digital.IQ Test-and-learn research platform designed for eCommerce optimization, helping brands analyze how consumers engage with retail websites, online product listings, images, and descriptions to maximize visibility and conversion in online retail spaces.
Quantifiable outcome
- 90%+ correlation to in-market sales data
- +1 more outcomes
Companies that use Decision Insight
Customer profileSegments3 records
Ideal customer profiles3 records
Decision Insight technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature4 records
Decision Insight partnerships and signals
Strategic signalScale indicators3 records
Recent moves4 records
Expansion highlights5 records
Decision Insight competitors and assessment
Company assessmentBroad incumbents
- Ipsos: Ipsos is a global market research conglomerate offering shopper, brand, and consumer research. Its shopper insights practice competes with Decision Insight on enterprise CPG research engagements but as part of a much broader services portfolio.
Direct peers
- SPINS: SPINS offers shopper behavior data and analytics focused on natural, organic, and specialty products sold through retail. It targets a similar CPG/retail buyer with comparable insights and category research services.
- dunnhumby: dunnhumby specializes in customer data science and shopper insights for grocery and retail, particularly through its Tesco heritage. Its category management, pricing, and shopper behavior work directly overlaps with Decision Insight's ShopperIQ capabilities.
- Circana: Circana (formerly IRI) is a major retail and shopper insights firm delivering point-of-sale data, consumer behavior analytics, and category management services. It competes head-to-head with Decision Insight for CPG and retailer research engagements.
- NielsenIQ: NielsenIQ is the largest global provider of shopper measurement, retail panel data, and CPG insights. It directly competes with Decision Insight on shopper behavior analytics, category insights, and predictive retail strategy services for the same CPG and retailer clients.
- Numerator: Numerator provides first-party purchase data, consumer behavior analytics, and omnichannel shopper insights to CPG brands and retailers. Its behavioral research approach is comparable to Decision Insight's methodology.
- Kantar: Kantar provides consumer and shopper insights through its Worldpanel division, with extensive CPG category experience across global markets. It is directly comparable to Decision Insight's shopper behavior research and category insights offerings.
- Inmar: Inmar provides shopper analytics, trade promotion management, and retail data solutions. Its revenue growth management and shopper behavior services overlap with Decision Insight's predictive insights platform.
Emerging players
- AnalyticsIQ: AnalyticsIQ provides predictive consumer data and analytics for marketing and shopper research. While smaller, its behavior-based consumer modeling overlaps with Decision Insight's predictive approach.
- Toluna: Toluna provides digital consumer insights and survey-based research for CPG and retail clients. While broader in research methodology, it increasingly competes in the shopper behavior space with Decision Insight.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Decision Insight social profiles
Digital presenceDecision Insight financial estimates
Financial estimateRevenue estimate
Valuation estimate
Decision Insight leadership team
Management profileNumber of profiles
Decision Insight funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Decision Insight M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Decision Insight
What does Decision Insight do?
Decision Insight (now TELUS Shopper Insights) provides behavior-driven shopper insights and retail strategy research to CPG manufacturers, retailers, and eCommerce brands. Its core services include virtual shopping studies using the ShopperIQ Virtual Shopping platform, eCommerce optimization via Digital.IQ, category and shopper research, planogram and aisle navigation testing, pricing and promotional analysis, packaging and brand impact assessment, and consumer decision tree analysis, delivered through project-based consulting engagements.
Is Decision Insight a public or private company?
Decision Insight is a private company. It is classified as corporate owned and is currently operating.
When was Decision Insight founded?
Decision Insight was founded in 1983. It employs 11 to 50 people.
Where is Decision Insight based?
Decision Insight is headquartered in Kansas City, United States, in the North America region.
How does Decision Insight make money?
One revenue line is on record: shopper Research Services.
Who are Decision Insight's main competitors?
Ipsos is listed as a broad incumbent. Direct peers are SPINS, dunnhumby, Circana, NielsenIQ, Numerator, Kantar and Inmar. Emerging players are AnalyticsIQ and Toluna.
Does Decision Insight have an API?
No public API is recorded for Decision Insight.
What industry is Decision Insight in?
Decision Insight's product category is Shopper Insights and Retail Strategy Research. Its primary akta.pro industry code is MPAAALAJ, Shopper & Retail Insights (In-Store/Path-to-Purchase, Category Insights), with a secondary code of BPAHALAA, Market Research & Consumer Insights. Its NAICS code is 541910.