Decision Technology is neither a traditional market research firm, nor a generalist strategy consulting house, though it is capable of being both. Instead, our expertise lies in our ability to help structure the way businesses and policymakers think about consumers and to then rigorously quantify consumer behaviour in a way that can be used to suggest and test different business strategies or policy formulations. There are three main differences that distinguish us from traditional providers:
Our approach to collecting and modelling data is based on an extensive knowledge of existing academic research and our approach to business issues is always motivated by the wide-ranging evidence and ideas available from current academic theorising and empirical findings.
We use cutting-edge methods to fit psychologically motivated models to consumer data, making our research findings more robust, more diagnostic and more implementable than traditional market research or financial analyses alone. Furthermore, these quantitative psychological models can be used to develop, guide and evaluate strategic choices and to provide a deeper predictive understanding of consumer behaviour.
We have pioneered the use of online experimental research, a new and powerful field method that enables us to isolate the causes of consumer behaviour and evaluate potential business innovations. The technique involves re-creating the cognitive setting of a given decision (e.g. by simulating a retail environment) and then exploring behavioural outcomes across different experimental conditions (e.g. by varying product range and price across participants and tracking buying behaviour).