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</form>Text Content
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* About Us
* What We Do
* Tools/Industries
* SEEK
* Clients
* What's New
* Careers
* Contact Us
FLEXIBLE DESIGNS
INNOVATIVE DATA COLLECTION
CONNECTED DATA
POWERFUL ANALYTICS
COMPELLING STORIES
VISUAL INSIGHTS
ABOUT US
We are independently recognized as a top business decision insight firm. Our
team of experts create flexible designs, and use powerful analytics, innovative
data collection, and connected data to inform strategic business decisions. We
craft insights into compelling visual stories and deliver them in engaging
formats that drive action in organizations.
We excel in innovation & optimization, brand & customer experience, brand
strategy, business intelligence, and storytelling & visualization across a wide
range of industries, and on a global scale.
OUR COMPANY
* 175 Employees
* Based in Cincinnati, OH with regional offices around the US
* Founded in 1988
* Owned by senior staff
OUR PEOPLE
* Industry and category experts
* Average 15+ years experience
* Many with client-side experience
* Consistent staff - 94% retention
OUR MISSION
* Our mission is to form long-term business partnerships with our clients
through:
* Superior design, analysis, communication, and unsurpassed responsiveness
OUR APPROACH IS CUSTOMIZED. OUR TOOLS AND CREATIVITY ARE LIMITLESS.
At Directions, we believe you deserve to have research and analyses designed
with your needs, situation and category in mind. While we have many proven tools
to meet business needs, we don’t force “canned” products or “black boxes.” We
offer flexible solutions that drive actionable insights.
Innovation is the key to success and it’s never been easy, but it’s getting
harder. We know you need a supplier who can move quickly and is willing to go
beyond traditional rigid approaches.
Every day, our seasoned researchers deliver solutions to help the world’s
biggest brands innovate and optimize their offerings. So whether it’s a large
scale testing system, an ad hoc project, or volumetrics we can help.
Innovation & Optimization
From idea creation to launch and beyond.
How consumers experience and interact with brands is quickly and drastically
evolving. Thus, truly understanding consumers is more critical than ever.
From customer experience to brand tracking, we have sensitive tools that deliver
meaningful insight to inform your strategy to win with current and potential
customers. We bring the consumer to life for you so you can bring more to them.
Customer & Brand Experience
Evolving with today's consumers.
Our experienced Data Engineers combine industry leading marketing research
know-how with modern data management tools to extract value from Connected Data.
We draw from operations research, direct-to-consumer modeling, web/social media
analytics, point-of-sales/syndicated data to provide marketing focused
predictive analytics.
When this knowledge is applied to Connected Data, stand back and watch the
sparks fly!
Business Intelligence
Insight and connecting data to move your business forward.
* all
* tools
* industries
* AMO
The Best Tool in Your Toolkit
* RESTAURANT
Innovative Effective Solutions
* MENU IQ
Your Best Plate Is Served
* BRAND MOMENTUM
Not only tells you where you are, but where you should go
* VISUAL STORYTELLING
Deliverables to Engage and Wow!
* HEALTH & WELLNESS
Global. Innovation. Economic Insights.
* FINANCIAL SERVICES
Banks. Investment Services. Insurance.
* INSIGHTS 2 INFLUENCE
Influence, not just inform
* XCELERANT RAPID ONLINE OMNIBUS
Fast answers for your
burning questions
* TECH & TELECOM
Edge of Innovation Partners
* IDEASPRINT
Innovate with
Creative Confidence
* CUSTOMER DRIVEN SOLUTIONS
Make Needs Assessment & Segmentation Work For You
* CPG
Innovation Pipeline & Beyond
* RETAIL & SHOPPER
Custom Shopper Solutions
* CROWDSIGHT
Foresight To Spot & Shape Commercial Ideas
* R2 RATINGS AND RANKINGS
True Differences With Differentiation
* PORTFOLIO PRICE OPTIMIZER
Optimize Category Portfolio Pricing In Weeks
* EMOTION
Assessing Emotion Through Imagery
* AMO – ADAPTIVE MARKETING OPTIMIZER
The Best Tool in Your Toolkit
When it comes to testing concepts, packaging, promotions or marketing
materials, we understand there are more ideas and iterations than you can
feasibly test. You have two choices: spend a lot of time and money using a
complex trade off design or pick what you think are the best ones to
evaluate. Directions has an alternative solution: Adaptive Marketing
Optimizer or AMO.
It’s like getting conjoint results without the complexity and costs. You
provide the initial content and options. The variations can be anything –
benefits, images, claims, packaging and more. Respondents build their most
and least desired configuration and we model the data to identify the optimal
combinations.
AMO eliminates the restraints of monadic testing and gives you the precision
to uncover winning combinations. You can test the fringes of innovation
efficiently, bringing bigger and better ideas to market.
View our AMO Video
* RESTAURANT
Innovative Effective Solutions
Our solutions leverage nearly 30 years of experience working with top
restaurant brands, in all segments including: Fast Food, Fast Casual, Family
Dining, Casual Dining, and Fine Dining.
From strategic initiatives to ad hoc projects, we have unique approaches and
systems to gather guest and operator opinions in-restaurant and online, and
then put them into context.
Our multi-faceted approach to menu development, Menu IQ, offers you solutions
for each step of the process to help ensure your menu items are optimized.
We understand the challenges facing your management teams, operators and
franchisees, and are able to get answers to even the toughest questions in
creative, efficient and action-oriented ways.
Visit our restaurant website
* MENU IQ
Your Best Plate Is Served
Diners today have more options than ever before. To maximize your share of
wallet, you have to offer and execute the best menu for your concept.
Leveraging insights from nearly 30 years of experience working with the top
restaurant brands, Directions developed a comprehensive suite of insight
solutions. Menu IQ is a multi-faceted approach to menu development that
includes:
* Ideation & Concept Development
* Sensory & Taste Profiling
* In-Market Testing
* Satisfaction & Optimization
Want to know how you compare to the competition? Directions is one of the
only firms to offer competitive context through menu satisfaction norms. We
can also consolidate these menu insights with other financial and brand
findings into a custom integrated digital dashboard.
From baseline assessment of your current menu to identifying new
opportunities, Menu IQ will help you to ensure your best plate is served.
View our MenuIQ Video
*
Not only tells you where you are, but where you should go
Our Brand Momentum framework is unique in that it future proofs your business
by not only telling you where your brand is today, but where it should go
tomorrow. With Brand Momentum, you can inform your strategy and become
relentlessly relevant – staying true to your core customers and ahead of your
competition.
Gaining the momentum needed to succeed long-term requires a tracking program
that is:
* Customer-Centric. Our Brand Momentum framework was purposefully designed
to help you understand and deliver on customer experiences at each stage –
from awareness to consumption, perceptions, and feelings – and build a
brand that fits seamlessly into their lives. Using a framework designed
around customer experience is the surest way to create distinct and
category defining relationships.
* Strategic & Tailored. We blend your KPIs into our Brand Momentum
framework, so you get an accurate and tailored reflection of your brand in
the markets where you compete. A single comprehensive Brand Momentum score
allows you to evaluate your brand relative to the competition. Diving
deeper, strategic metrics allow you to understand overall areas of
strength or weakness, while tactical metrics allow you to understand your
brand at a granular level for diagnostic and growth-oriented purposes.
* Forward-Looking. Brand Momentum blends a full suite of analytics to
identify opportunities out in front of your brand and reveals how both
loyalty among buyers and barriers among non-buyers are impacting your
future momentum. You also have the ability to incorporate custom and
interchangeable modules to keep your tracker fresh and relevant year after
year.
* VISUAL STORYTELLING
Deliverables to Engage and Wow!
In this new digital age, words and charts alone won't cut through the clutter
to allow your business partners to see the real insights of research.
Deliverables need to grab attention with an engaging and easily understood
story.
Every day, our analysts take complex data and carefully craft deliverables
that distill and present key insights to draw in our clients’ business
partners. All Directions analysts have been trained in storytelling and
visual design and can collaborate with one of our on-staff graphic designers
for more complex visualization.
Not only that, we can go beyond typical PowerPoint and Excel deliverables
including:
* Animated motion graphics
* Interactive online and mobile dashboards
* Text analytic animation
* And more
* HEALTH & WELLNESS
Global. Innovation. Economic Insights.
Our healthcare division has a deep understanding of the industry dynamics and
the impact it has on the behavior of physicians, surgeons and hospitals.
In the healthcare system today, it is crucial to understand the influence of
the economic stakeholder as well as the clinician. Synthesizing this data is
necessary to truly understand the size and impact of an opportunity.
Directions utilizes foundational and multi-faceted research approaches to
answer your global business questions.
And we are very serious about the security of your data. Directions regularly
completes a SOC 2 Type II audit and a HIPAA/HITECH review.
Visit our Healthcare website
* FINANCIAL
Banks. Investment Services. Insurance.
Optimizing financial products, services and customer experiences is not easy
in an ever changing digital world.
Our experience is deep. We work in a wide array of business verticals:
credit/debit cards, loans, taxes, financial planning and insurance. Consumer
targets range from underbanked to affluent. Digital bankers and Millennials
are current hot targets. B2B include SBOs, financial planners, and the
C-Suite.
Our solutions go even deeper. We apply a number of conventional and new
techniques to answer a myriad of business questions.
And we are very serious about the security of your data. Directions regularly
completes a SOC 2 Type II audit and a GLBA (Gramm-Leach-Bliley Act) review.
* CUSTOMER EXPERIENCE MANAGMENT
Delivering Insights to Customer Interaction
Directions' CEM program offers clients critical insights across all the
various customer touchpoints.
We have a host of data collection options, including mobile, PC and phone,
that allow customers inputs from a variety of sources.
Our creative and flexible analytical approaches provide clients with both the
key influencers on overall impressions, as well as consultation and
recommendations on how to improve overall guest experiences.
* QUALITATIVE
Beyond Focus Groups
Why Directions for Qualitative? We know your business. Our overall
perspective on your needs means better designs, better insights and better
direction across the whole discovery process.
We are not just focus groups. Our expertise in full spectrum of
methodologies, including hybrid and online methods to maximize time with your
target and get deeper meaning. Everyday, we leverage creative techniques and
approaches to go beyond standard rational answers and tap into the
underpinning emotions and drivers. And our reports tell the real story and
are always insightful and action-driven.
* TECHNOLOGY & TELECOM
Edge of Innovation Partners
Driving change in this dynamic market space demands flexibility, innovation,
and speed. We bring custom research and analytic solutions to help global
clients stay ahead of changing market conditions and customer needs. Our
knowledgeable tech and telecom researchers have decades of experiencing
helping some of the largest brands in the industry. Everyday, they use their
expertise to see beyond the data; developing actionable insights to drive
your business forward.
* CUSTOMER DRIVEN SOLUTIONS (CDS)
Make Needs Assessment & Segmentation Work For You
We have taken the latest thinking in the Jobs to be Done world and combined
it with our advanced approach to customer segmentation and innovation.
This approach enables you to determine what unmet needs resonate with your
target groups and resolve the best message(s) to communicate to your market
as well as key targets.
Objectively and quantifiably conclude which segments should be targeted based
on their unmet needs – not just on demographic, attitudinal, psychographic or
behavioral elements. Analyze opportunities for innovations for future
development.
Already have a segmentation? We can use your segmentation and add the power
of CDS to it!
* CONSUMER PACKAGED GOODS
Innovation Pipeline & Beyond
Consumer habits, needs and interaction with brands are evolving and you need
a supplier that really understands CPG but is thinking outside of the
traditional research box to get to the deep meaningful insights.
Everyday, we arm our CPG clients to help them better innovate, and deploy
effective strategies across numerous categories including:
* Food and Beverage
* OTC/Nutraceutical
* HH Care and Goods
* Personal Care
* Pet Care
* Baby & Kids
We have flexible custom solutions for brand strategy and all along the
innovation pipeline. And if you need an efficient turn key system or
normative databases, we can customize that especially for you to quickly get
you from the “so what” to the “now what.”
* RETAIL & SHOPPER
Custom Shopper Solutions
How consumers shop is rapidly changing because of the web, smart phones,
social media and numerous other factors. Thus, it’s critical to work with a
supplier that truly understands the current issues and is experienced along
all points of the shopper journey .
We have 25 years experience working with numerous manufacturers and
retailers, including grocery, drug, dollar, mass and class. From large scale
segmentations to in-the-moment shop alongs to merging multiple data streams,
we know how to uncover insights to drive action.
* CROWDSIGHT
Exploits the instinctive foresight of crowd wisdom to spot and shape
commercial ideas
DIRECTIONS has tested 60,000 ideas and concepts in traditional monadic,
sequential-monadic and choice-based platforms. Through this, we have found
the best way to achieve maximal discrimination while minimizing relative bias
is to use a hybrid of both comparative and absolute consumer response.
CrowdSight is a solution designed with hybrid rigor and exploits instinctive
social foresight by asking people to project market success rather than their
own intent.
Projective “Crowd” technique is more intuitive and less biased than self
predictions. It is also easy for respondents and extremely flexible to use.
Any type of idea can be tested from product ideas to positioning/messaging
routes, taglines, names, pack designs, claims, ad ideas, and more.
Learn more about CrowdSight
* R2 - RATINGS & RANKINGS
True Differences With Differentiation
Traditional rating scales often don’t tell the whole story of attitudes or
behavior. Well, we have an approach that captures real differences and forces
differentiation. Directions’ Ratings and Rankings or R-squared is a simple
yet powerful approach that uses an interactive, 100-point drag-and-drop
scale.
Users can click and drop concepts, names, brands, attributes – really
anything you need to test or compare. The 100 point scale is large enough to
accommodate many similar ratings, but still allow for a forced rank order.
The dynamic and intuitive interface makes for an engaging respondents
exercise that can improve data quality. Even better, preference offers an
un-biased way to compare results across ethnicities and geographies where
rating scale usage alone isn’t comparable.
R-squared is a robust tool that combines the power of preference with the
perspective of ratings.
View our R2 Video
* PORTFOLIO PRICE OPTIMIZER
Optimize The Pricing For Your Entire Category Portfolio In Weeks Not Months
Directions has created a technique that goes beyond the constraints of
typical pricing and portfolio optimization research to allow for limitless
combinations.
Most approaches require that you either severely limit the features and
levels tested or wait for the data to process for weeks or even months.
Our approach uses a Sequential Search Heuristic that searches through the
trillions of possible combinations quickly identifying optimal prices across
the portfolio.
* EMOTION RESEARCH
Assessing Emotion Through Imagery
Asking someone outright how they "feel" about a brand or product can lead to
socially acceptable responses instead of their real feelings. Getting at
their true emotions requires a more creative approach.
Directions has developed an approach that lets people express how they feel
through an imagery technique. By associating their reaction to a brand or
product with an array of imagery, we capture the unspoken feelings.
CLIENT TESTIMONIAL
Based on an annual survey of research buyers conducted by Prevision and Inside
Research, Directions continues to outperform the competition on all attributes,
including on-time delivery, value, and relative cost.
1.
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Your dedication to helping us learn as much as we can from each and every study
is so valuable and truly exceptional compared with other suppliers.
Directions truly excels at client service. I always feel like I have a highly
skilled team of people who are dedicated to my work.
They are not just executers, but partners who want to make sure they are able to
understand our needs and can deliver results that will meet them.
Many suppliers tout a willingness or desire to 'partner', but Directions
demonstrates it with action.
WHAT’S NEW
TIM URMSTON, FOUNDER AND PRESIDENT OF SEEK COMPANY, PASSES TORCH TO COURTNEY
PEGAN
February 21, 2023
Courtney PeGan has been unanimously approved by the board of directors of parent
company, Directions Inc, to serve as President of SEEK upon his retirement and
lead the division into the next era of growth, innovation, and human-centric
insights.
more details
DIRECTIONS INC ANNOUNCES PROMOTION OF ELIZABETH FINN TO CHIEF CLIENT OFFICER
January 3, 2023
Directions Inc announced this week the promotion of Elizabeth (Beth) Finn to
Chief Client Officer as the company positions itself for continued growth as a
go-to strategic marketing advisor for clients.
more details
STACEY WETTERER JOINS DIRECTIONS INC
August 31, 2022
Stacey Wetterer Joins Directions Inc as SVP of Talent Acquisition and
Professional Development
more details
2022 TOP WORKPLACE!
June 6, 2022
Directions Inc is named a 2022 Top Workplace by the Cincinnati Enquirer!
more details
AIMPOINT RESEARCH JOINS DIRECTIONS
November 9, 2021
Directions and Aimpoint Research unite to broaden capabilities, enhance services
across industries.
more details
CINCINNATI MARKETING RESEARCH AND INSIGHT FIRMS PARTNER ON NEW INTERNSHIP
PROGRAM TO PROMOTE GREATER DIVERSITY IN THE INDUSTRY
April 15, 2021
Cincinnati marketing research and insight firms Burke, Inc., Directions
Research, EMI Research Solutions, and MarketVision Research are excited to
announce the creation and launch of the Minority Access Partnership Program.
more details
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DIRECTIONS ANNOUNCES PROMOTIONS OF SEVERAL KEY LEADERS
July 20, 2020
Directions recently promoted and expanded roles of several key leaders to create
alignments based on industry expertise and better position the company to help
clients achieve business impact.
more details
CORONAVIRUS COVID-19 RESOURCES
March 23, 2020
Get the answers you need to help you navigate the ever-evolving marketplace.
more details
DIRECTIONS HIRES OPERATIONS VETERAN JASON EBBING
February 10, 2020
Directions announced today that Jason Ebbing has joined the firm as Senior Vice
President, Executional Excellence.
more details
INTRODUCING IDEASPRINT
August 19, 2019
A breakthrough way to fill your pipeline with creative confidence
more details
DIRECTIONS EXPANDS BOARD OF DIRECTORS
July 11, 2019
Directions announces the expansion of its Board of Directors with the election
of Tim Laake and Carley Metsker.
more details
SEEK JOINS DIRECTIONS, ADDING EMPATHY TO INSIGHT
December 3, 2018
Directions Research, Inc. announced today its acquisition of SEEK, an insights
and innovation consultancy focused on connecting brands and humans through
empathy. Together, the companies will provide clients a fully integrated,
multi-approach solution set to address their business issues.
more details
DIRECTIONS SHARPENS TECHNOLOGY FOCUS WITH DEDICATED GROUP
June 6, 2018
Directions Research announced today organizational changes to sharpen its focus
on technology solutions. These solutions are being implemented to build an
industry-leading flow of data through the organization, elevating Directions’
ability to deliver quality insights to clients at increasingly fast speeds.
more details
DIRECTIONS RESEARCH PROMOTES TIM LAAKE TO CMO
March 14, 2018
Directions Research is pleased to announce the promotion of Tim Laake to Chief
Marketing Officer. In this role, Tim will be responsible for all aspects of the
Directions brand, from its digital footprint to speaking engagements at industry
events.
more details
FORESIGHT TO SPOT AND SHAPE COMMERCIAL IDEAS
March 9, 2018
Directions is pleased to announce the launch of CrowdSight. Our new solution to
test product ideas, positioning/messaging routes, taglines, names, pack designs,
claims, ad ideas, and more.
More details
EXPANDING OUR SHOPPER PRACTICE
December 1, 2016
Directions Research is pleased to announce that Beth Finn has joined the firm as
Vice President, Shopper Practice Lead, Client Service.
more details
INTRODUCING R2
Ratings and Rankings
INTRODUCING AMO - ADAPTIVE MARKETING OPTIMIZER
Conjoint Results without the Complexity and Costs
INTRODUCING MENU IQ
Comprehensive Suite of Insight Solutions
DIRECTIONS RESEARCH ANNOUNCES NEW PRESIDENT
May 14, 2015
We are pleased to announce that Jim Lane has been elected the new President &
Chief Marketing Officer of Directions. Jim, who is currently CMO, will be taking
over for Randy Brooks who, after serving as Founder and President for the past
27 years, will assume the role as Chairman of the Board.
more details
CAREERS
Directions is an award-winning employer and one of the most respected names in
the industry. This success is because our talented people make it happen. We
attract, promote and reward people who have the passion to make a significant
contribution to our clients and our firm.
We offer a highly competitive compensation package including bonus potential,
medical/dental/life/disability insurance, 401(k) match, paid vacation and
holiday benefit, and an energetic, supportive work environment. And we have been
awarded numerous awards for being one of the top places to work and the
healthiest employer.
View our current career opportunities
WE ARE AN EQUAL OPPORTUNITY EMPLOYER
EEO, including disability/vets
If unable to use online sources due to disability, please contact Human
Resources 513-651-2990.
SECURITY
At Directions Research, we understand what it means to be a trusted, strategic
partner. We take the obligation of protecting client confidential information
such as product concepts, marketing plans, personally identifiable information
(PII), and industry regulated data very seriously.
CONTACT US
We would love to hear from you no matter what the business or research
challenge.
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