Decision Analyst


604 Avenue H East
Arlington, TX 76011 United States

: 817.640.6166
P2: 8002625974
EM: Send Email


Jerry Thomas

Bonnie Kenoly
Executive Vice President

Felicia Rogers
Executive Vice President

On the Web

My Dashboard - Log In

Tools available when logged in
Add Listing Notes Add to RFP List Add as a Favorite
Send RFP Now
Business Type
  • Data Collection - Qualitative
  • Data Collection - Quantitative
  • Full Service
  • Online Research Services
  • Online Surveys
Data Collection Methodologies
Qualitative/Recruiting Services and Facilities
• Online Focus Group Hosting/Moderation
Research Methods
• Attitude/Usage
• Concept Testing
• Copy Tests
• Full Service
• Home Use Testing (HUT)
• Mixed Mode
• Predictive & Advanced Analytics
• Segmentation


Decision Analyst is a global marketing research and analytical consulting firm, serving a number of major corporations, advertising agencies, management consulting firms, and governmental agencies in the U.S., Canada, Europe, Latin America, and Asia.

Decision Analyst conducts multinational marketing research studies on marketing strategy, market segmentation, product optimization, advertising testing, package optimization, new product concept testing and forecasting, website optimization, and customer experience optimization. The firm blends qualitative research, secondary data analysis, survey-based research, econometrics, and advanced analytics (modeling, simulation, and optimization) to solve the most difficult marketing problems.

Headquartered in the Dallas-Fort Worth area, the firm is owned by its 150 employees.

Key Strategy Questions by Bonnie Janzen
“To be or not to be, that is the question” famously asked by Shakespeare’s Hamlet as he pondered the value of choosing life over death. In business, opposing positions (such as Hamlet’s) often lead to asking more marketing-nuanced versions of this question: What does your brand or your company wish to be? Or what does your brand or company not wish to be? The answers to these questions form the essence of your company’s strategy, and the answers can lead to corporate life or death as well. Bonnie give some thoughts and suggestions on what questions need to be asked in order to format a strategy.
Seven Sets of Questions Every Brand Manager Must Answer by Jerry W. Thomas
Brand managers live in a difficult world of constant pressure, tactical chaos, and unrelenting demands from senior executives. Amid all the frenzy of “agile marketing,” demands from manufacturing and operations, questions from major customers, budgetary constraints, and competitive actions, it’s easy for brand managers to overlook or undervalue the critical information they need to strategically (and tactically) manage their brands. To effectively manage a brand, every brand manager should be able to answer seven sets of core questions.
“Segmentation Studies Never Pay Off” Overcoming The Myth by Felicia Rogers
In the business world, we’ve all heard it: “We did a segmentation, and no one bought into the results.” It’s important to remember that the research and report are just the beginning of the journey. We have found that it’s often vitally important to flank a segmentation initiative with in-person work sessions involving key members of the client organization’s team.