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Drive growth in CPG with Decision Science.

Innovation is anything that shifts decisions in your favor. At Dig, we focus on understanding how people make decisions, both big and small, to help you action meaningful change.

McCain
Nestle
Coca-cola
Colgate
Mars

We help researchers at CPG brands understand how to drive change.

Price & Pack Optimization

Pack and price optimization is one of the most important levers to drive incremental and meaningful growth in CPG categories. We believe that pack and price questions can only be answered with research that tests your offerings in a competitive context, and we've built a toolkit that does just that.

Innovation Testing Programs

We've worked with research teams at CPG companies to build early-stage innovation screening programs that can be rolled out globally via our Upsiide platform. Leaning on our decades of research expertise means we can build study and audience templates that are specific to your needs and scalable to marketing and category teams.

Customer Journey Mapping

Shopper journeys have gotten more and more complex, with each touchpoint influencing people in different ways. Our multidisciplinary team of qualitative and quantitative researchers help you understand the moments that matter for your target audience.

We used to conduct extensive surveys and A/B testing to get a sense of what products our customers would like. They were complex and often didn’t reflect their actual choices. Upsiide makes it easy to test small changes in what is close to a live environment. Being able to test multiple concepts simultaneously is the most useful feature for us.

Nestle

Consumer & Shopper Insights

Nestle

Virtual Market example on laptop and phone

VIRTUAL MARKET

Test price and pack optimizations in context.

Dig Insights developed a proprietary tech solution called Virtual Market, which is an interactive experience for a respondent like online grocery shopping. Over several choice screens, respondents see your products and competitive products. Across those screens, we experiment with product availability / pack size / pack configuration / regular price / depth of discount.

Unlike a conventional conjoint, each product has an independent set of prices and discounts. This gives us total control over the experiment and the data modelling.

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Upsiide Market Simulator

MARKET SIMULATOR

See the impact of adding innovations to your portfolio.

Want to understand how introducing a new product might impact what's already in-market? Market Simulator lets you quickly and easily understand where an innovation sources volume from, so that you can make educated decisions about innovation work.

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Positive young man laughing while collaborating with colleagues in a workshop

INNOVATION WORKSHOPS

Leverage our unique approach to developing products.

We're not a quant or a qual shop - we lean on internal foresight, analytics, quantitative, and qualitative experts to build custom workshops that help you turn insights into winning innovations.

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How We Help The Hershey Company Deliver Successful Product Innovation

Dig Insights works in partnership with The Hershey Company to understand consumer motivations, analyze their portfolio mix, and discover new opportunities for market expansion. Our work together spans almost a decade and we bring multiple tech solutions to the table to get closer to consumers and drive business growth.

Read the case study
hershey's chocolate

Dig is a go-to insights partner for us. We have a core team who knows our business and reliably delivers actionable reports. They provide quick responses to our questions and help us put the data in the right context for our business needs. They never hesitate to jump in and pull together additional slides for a fast approaching meeting.

I know when I work with Dig the project will be done well and on time - they communicate every step of the way and are transparent if any challenges arise. I truly see them as an extension of our insights team.

Hershey

Michelle Schmiesing, Senior Manager, Consumer Insights

The Hershey Company

Don't just take our word for it...

We believe that the insights industry needs to ask new questions and deliver new answers. That's why we created Dig back in 2010.

Check out our approach to research and analysis in action.

case studies

Decision Science focuses on understanding how people make decisions in the real world. Four core principals of Decision Science differentiate our work:

  1. Impulses drive decisions.

    In every category, gut reactions play a larger role in decisions than most research recognizes. We address this with agile surveys, mobile diaries to understand in-the-moment experiences, and a range of qualitative tools. Our proprietary technologies avoid asking planned behavior and instead use behavior in a gamified environment to forecast real-world behavior.

  2. Decisions occur in context.

    Every purchase decision involves trade-offs between competing offerings. Most research fails to reflect this, often assessing ideas in isolation from a competitive set. Dig Insights tests ideas in a competitive context, understanding the trade-offs that will affect performance in the real world.

  3. Attitudes don't predict decisions.

    Research typically evaluates innovations with questions like purchase intent, uniqueness, advantage, or value for money, etc. The assumption is that responses to these attitudinal questions predict behavior. This is a flawed assumption. Numerous validations across categories demonstrate the superior ability of our behavior-based methods to predict in-market performance. We ask attitudinal questions, but we use them to explain strong or weak performance and to highlight optimization opportunities, not to forecast behavior.

  4. Data does not mean decisions.

    Most companies have lots of data, but many struggle to translate that data into effective decisions. We understand how data translate into insights and how
    insights translate into powerful business decisions. We are extremely proud of our data visualization, analytics, and forecasting. These tools reveal patterns in the data that in turn reveal opportunities. We are equally proud of our consulting teams who ensure effective project execution and powerful interpretation of the results.

  • We used to conduct extensive surveys and A/B testing to get a sense of what products our customers would like. They were complex and often didn’t reflect their actual choices. Upsiide makes it easy to test small changes in what is close to a live environment. Being able to test multiple concepts simultaneously is the most useful feature for us.

    Nestle

    Consumer & Shopper Insights

    Nestle