Full Service

Qualitative Research

Quantitative Research

Informed Decisions Group, Inc. (IDG) is a full-service behavioral insights firm specializing in shopper research, customer behavior, and market strategy. We help brands understand how and why customers make decisions, across physical, digital, and hybrid environments, to drive conversion, brand engagement, and growth. At the forefront of innovation, IDG integrates advanced eye-tracking and our life-sized virtual aisle to decode shopper behavior in both real and simulated retail settings. Our methodologies blend quantitative rigor with qualitative depth, powered by proprietary technologies and industry-leading expertise in behavioral and marketing science. From shelf optimization and pack testing to digital path-to-purchase and UX diagnostics, IDG delivers a 360° view of customer decision-making. Through dynamic analytics and a relentless focus on real behavior, not just stated intent, we empower clients to outmaneuver the competition and make smarter, shopper-driven decisions.

E-commerce

Physical store

Mobile ethnography

VR / AR

Informed Decisions Group, Inc.

Eye Tracking

Shopper Insights

Full Service Market Research

Market Segmentation

Conjoint Analysis / Trade-off/Choice Modeling

VR - Virtual Shelf testing

Ethnography

Biometrics Research with Wearables / Sensors

Shopper Journey Mapping

Retail Research - Store Layout/Design/Flow/Signage

Retail Research - Controlled Store Tests

Consumer Market Research

Packaging Testing

Product Optimization Research

Psychological / Motivational Research

Behaviorally: Decision Precision with Pack.AI

<ul>
	<li>In 2019, PepsiCo tested the design of a new product, Cheetos Popcorn.</li>
	<li>Our ShopperLab&trade; research identified the design that maintained brand recognition and stood out at shelf.&nbsp;</li>
</ul>

PepsiCo's Cheetos Popcorn | Leveraging Brand Recognition to Convey Product Experience

<ul>
	<li>Colgate needed to finalize their online strategy to launch a new product, the Hum smart toothbrush.</li>
	<li>OmniPath&trade; identified key moments to influence consumers during the online path-to-purchase for the category.</li>
</ul>

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Colgate's Hum | Leveraging Big Data to Influence the Online Path-to-Purchase

<ul>
	<li>Category growth in the cereal aisle was stagnant with products organized by manufacturer blocks.&nbsp;</li>
	<li>Using our ShopperFlash&trade; methodology, we tested alternative layouts including horizontal and vertical brand blocks.</li>
</ul>

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Category Organization: Horizontal vs. Vertical Brand Block for the Cereal Category

<ul>
	<li>Fresh Step wanted to increase brand loyalty through online subscriptions.&nbsp;</li>
	<li>OmniPath&trade; helped to understand the consumer&rsquo;s holistic Path-to-Purchase.&nbsp;</li>
</ul>

Clorox's Fresh Step | Increasing Brand Loyalty with a Behavioral Framework

<ul>
	<li>Retail segments force confectionary brands to rethinking their shelf layouts.&nbsp;</li>
	<li>Ferrara wanted to maximize sales within their retailers&rsquo; unique specifications.</li>
</ul>

Ferrara | Understanding Shopper Priorities Leads to Category Growth

Kellogg&rsquo;s refreshed the visual identity of their Cheez-It Variety Packs to drive visibility, simplify the design, and raise sharing appeal.

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Kellogg's Cheez-It | Agile Online Validation for Pack Designs within Days

<ul>
	<li>.Land O&rsquo;Frost wanted to redesign their Premium lunch meats packaging of over 20 years.</li>
	<li>PackFlash&reg; quickly identified a new design that capitalized on existing brand trust while updating category cues.</li>
</ul>

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Land O'Frost Premium Lunch Meat | Leveraging Brand Equity to Convey Product Experience

<ul>
	<li>In 2020, a major snacks brand had an opportunity to drive unplanned purchases across multiple online and physical retail channels.</li>
	<li>OmniPath&trade; identified the key moments to influence consumers during the omnichannel path-to-purchase for the category.</li>
</ul>

Influencing Unplanned Purchases in Omnichannel

<ul>
	<li>
	A leading vitamin manufacturer was committed to reducing its carbon by removing the secondary packaging.
	</li>
	<li>
	The company wanted to ensure that the change would not negatively affect shopper behavior related to findability or breakthrough at shelf in the category.
	</li>
	<li>
	Before undertaking an expensive change,&nbsp;PackFlash&reg;&nbsp;helped understand what would happen if the manufacturer placed the current primary bottle as is on shelf.
	</li>
</ul>

Preventing Confusion in Sustainability Packaging Initiative With PackFlash®

<ul>
	<li>
	Kraft Heinz was exploring a new extension to their Just Crack an Egg portfolio to capitalize on a growing trend of shoppers seeking quick-preparation, on-the-go breakfast-time meal solutions.
	</li>
</ul>

 Just Crack an Egg | Identifying Lead Designs to Inspire Purchase Behaviors

<ul>
	<li>
	A feminine care brand team sought to quickly define the impact of graphic and claims changes to in-market packaging.&nbsp;
	</li>
	<li>
	With tight timing for a planned redesign launch, they needed an extremely fast round of research.
	</li>
</ul>

Getting Quality Pack Insights Quickly with PackFlash®

Urgent pain point: A confidential multinational client in consumer electronics saw an unexpected 20% drop in trial-to-purchase conversion after a limited product launch—putting a $15M revenue forecast and early brand momentum at risk.With executive teams under intense pressure to act fast, they needed answers that were clear, actionable, and grounded in evidence—not fragmented analytics or competing internal opinions.The trigger was a cluster of post-launch warning signs: falling conversions, rising returns, and mixed social feedback. The core challenge became a critical question: What is actually driving the conversion decline—pricing, messaging, UX, or distribution—and which fixes should be prioritized and validated quickly through MRS and rapid qualitative research before the next sales quarter?

Consumer Electronics Client Accelerates Mobile Survey Turnaround Time by 60%

Urgent pain point: A sudden 18% rise in customer churn after a product update threatened monthly revenue and investor timelines.Our client — a confidential, mid‑market fintech provider — was under intense pressure: declining trial‑to‑paid conversions, frustrated users, and limited internal bandwidth to diagnose why the experience broke. The business risk was immediate: lost ARR, negative press, and stalled roadmap priorities.We empathized with their urgency and scope: they needed rapid, actionable insight without derailing operations. This triggered a commissioned market research study (MRS) to uncover root causes, prioritize fixes, and validate solutions with real users.Key question: How can we quickly identify the exact drivers of churn and recommend high‑impact product and messaging changes to reverse the trend?

Mid-market fintech reverses 18% churn spike, restores monthly revenue

AAA Achieves rrr

The duty‑free market is highly international, travel‑dependent and fast‑changing. Retailers and brands needed a clear, comparable view of traveller segments, purchase drivers, in‑store behaviour and category performance across airports to inform assortment, pricing and merchandising decisions. The stakes were high: without timely, actionable insights clients risked missed sales opportunities as travel recovers, poor shelf/space allocation, and sub‑optimal pricing that would reduce margin and shopper conversion.

Behaviorally - SIS International Identifies Shopper Segments to Grow Duty‑Free Sales

Pain point: A leading, confidential B2B payroll and HR software provider was seeing stalled adoption of a key workflow module—putting upcoming license renewals and enterprise relationships at immediate risk.Product, customer success, and commercial teams were under pressure: customers found the new module confusing, implementations were delayed, and churn risk rose just weeks before renewal windows. We recognized how urgent and stressful this was for teams accountable for revenue and retention.The client needed a rapid, evidence-driven answer: could targeted market research—work that included MRS methods such as customer interviews and usability testing—pinpoint the exact usability and messaging barriers and deliver prioritized fixes before the next renewal cycle?

Leading Payroll & HR Provider Saves $30K and Cuts Mobile Survey Time 50%

SIS International Delivers Faster EMEA Healthcare Insights

<h2>Multi-country Healthcare Case Study</h2>SIS International Research conducted an online study on behalf of one of our clients, who was working closely with a global pharmaceutical corporation. The main focus of this study was on patients from 6 different countries spread across North America and Western/Northern Europe, all diagnosed with opioid induced constipation due to chronic pain management. The overall sample for all countries added up to 500 patients, which was achieved after a 20-minute online survey.SIS programmed and hosted the survey, translated overlays in four languages for the purpose of this project, and worked on cross tabulations and analysis.After confirming the design of the questionnaire together with the client, the study was finally launched, and successfully completed within 3 weeks of fieldwork activities and one full week of data analysis and presentation.Project managers from two different SIS offices covering multiple time zones around the globe worked together closely with the client on this study, and ensured that the flow of information to and from the client was never interrupted in order to provide constant fieldwork updates and answers to our client’s queries almost instantly.The fieldwork process included some nuances. The study took place in all countries simultaneously, so accuracy and efficient coordination were key considerations. In addition, it was important to adapt and localize the list of medications into each of the 6 countries, and ensure that questions and selections were relevant in each market. For instance, medications can hold different names in different countries or can only be present in certain countries. Therefore, a robust secondary research effort can be crucial in contextualizing and analyzing feedback and data.

(scratch) Healthcare Market Research in Europe

Immediate pain point: Without reliable observational and shopper-level insight, the client risked poor in-store execution and wasted merchandising investment just weeks before a global launch.We empathized with the team — a confidential global client in the PC/tablet category under pressure to validate a newly developed merchandising system and build an improved merchandising platform prior to market entry and expansion. They needed a robust, global evidence base, including MRS and observational shopper-level research, to predict real-world performance across diverse markets.Stakes were high: ineffective POS/messaging, diminished launch performance, and lost merchandising ROI. The central question: how could they ensure consistent, high-impact in-store execution and messaging across key and emerging markets without comprehensive, shopper-level evidence?

Major Computer Company Refines Merchandising to Guide Global Market Entry

Immediate pain point: The airport retailer risked missing a fast‑growing duty‑free opportunity among American international passengers because it lacked traveler‑specific insight into what drives purchase — an urgent gap that threatened luxury spend and market share.As a confidential client in the travel retail/duty‑free sector, they urgently needed market research (MRS) to empathize with both business and leisure US travelers: to understand motivations, needs, spending levels, product preferences (food, cultural items, duty‑free, luxury vs mass) and perceptions of service so merchandising, service and messaging could be tailored.Stakes &amp; trigger: With rising duty‑free demand—particularly from US travelers and potential luxury spend—the retailer faced losing customers to better‑informed competitors and failing to create memorable experiences that drive purchase and post‑trip brand recall.Core question: How can the retailer translate traveler motivations and purchase triggers into an optimized product mix, service model and messaging that captures growing duty‑free and luxury spend?

Airport Retailer Captures Duty‑Free Spend by Targeting Two US Traveler Segments

Immediate pain: A live Copilot product needed to be fast AND trusted — right away. Customers demanded speed plus control and reliable outcomes, but the team had no real-time evidence of what users would actually trust, use and pay for.We empathise: launching quickly to secure market advantage left product, commercial and brand teams under intense pressure to act without guessing. The client (Sage; industry confidential) triggered urgent research after the Copilot launch to resolve this exact gap.The core question to answer was clear: how can the team gather real-time customer evidence — including MRS and other signals — to prioritise fixes, protect adoption and safeguard revenue, UX and brand reputation?

Sage Turns Copilot Into a Trusted AI Assistant, Cutting Time-to-Payment by Over a Week

Immediate pain point: Beiersdorf needed to validate an unmet 'underarm beauty' opportunity and determine how to create a deodorant—product, name, packaging and communications—that would truly resonate with 18–35 beauty‑oriented women across multiple countries, without being biased by existing brand or packaging cues.We understood the pressure: the team faced an urgent go/no‑go decision. Investing in R&amp;D and a global launch without clear cross‑country consumer insights risked missing the target audience or diluting NIVEA’s equity.Framing question: Can cross‑country consumer insights identify a scalable 'underarm beauty' proposition and unbranded cues for product, naming, packaging and communications that will drive global growth and capture switching from other deodorant brands?

(PDF) Beiersdorf Drives Brand Switching with 'Pearl and Beauty' Deodorant

Urgent pain: The retailer faced immediate risk of missed revenue because product mix, pricing/value messaging and the in‑store experience were not proven to resonate with U.S. international travelers.As a duty‑free retailer operating at a major European airport, the client needed to understand U.S. travelers’ motivations, needs and purchase triggers for in‑airport food, cultural items and duty‑free goods. The research brief included MRS to focus on what specifically drives purchases so assortment, pricing and service could be tailored.The stakes were clear: capture growing luxury and duty‑free spending, avoid lost sales from poorly targeted assortments and messaging, and create memorable retail experiences that drive purchases and repeat business.Core question: How should the retailer change product assortment, pricing/value messaging and the in‑store experience to make duty‑free, food and cultural offerings more relevant and compelling to U.S. international travelers—and thereby increase relevance and sales among this high‑value segment?

Driving Growth for a Duty-Free Retailer at a European Airport

We transport you to the moment of purchase transaction. We know exactly what your customers will decide. We guide you with Decision Precision intelligence. Our tech-enabled products are built upon the world’s largest database of behavioral consumer pack design metrics. Our PackPower Score™ is the intelligence you need to develop packaging that sells.

Informed Decisions Group, Inc. vs Behaviorally

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