The Dieringer Research Group (The DRG)


200 Bishops Way
Brookfield, WI 53005

: 262-432-5200
P2: 888-432-5220
FX: 262-432-5201
EM: Send Email


Nicola Riggleman
Senior Director‚ Business Development

Jill Carnick
Senior Account Director

Dan Salbreiter
Senior Manager‚ Research Operations

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Business Type
  • Data Collection - Qualitative
  • Data Collection - Quantitative
  • Data Processing
  • Field Management
  • Focus Group / Qualitative Facility
  • Full Service
  • Online Research Services
  • Online Surveys
  • Qualitative Consultant/Moderator
  • Research Supplier / Provider
Data Collection Methodologies
Qualitative/Recruiting Services and Facilities
• Central Location Testing Facility (CLT)
• Focus Group Facility
• In-person Moderation/Analysis
• Viewable In-Depth Interviews (IDIs)/Dyads/Tryads/Mini-Groups
• Telephone Data Collection
Quantitative Data Collection Services
• Internet/Web Based Surveys
Interviewing Specialties by Audience
• Banking/Finance
• Consumer Products/Services
• Healthcare (consumer health conditions)
• Mock Jury/General Opinion
• New Products
• Package Goods
• Patients
• Utilities
Research Methods
• Brand Research
• Business-to-Business
• Conjoint Analysis
• Full Service
• Home Use Testing (HUT)
• Mixed Mode
• Moderation
• Satisfaction Surveys
• Segmentation


The DRG is a full-service marketing research firm specializing in CX/EX research, brand awareness & perception, product development & testing, advertising & communications effectiveness, and market opportunity research across industries such as healthcare and insurance, banking and finance, agencies, and utilities.

What matters most to you, matters most to us – understanding your customers, their motivations, feelings, and life experiences. We turn their stories into knowledge you can use to create better products, better services, and more meaningful brand relationships.

The DRG is certified as a Women’s Business Enterprise by the Women’s Business Enterprise National Council (WBENC).

How Brands Pivot in the Face of Uncertainty by The DRG
Nearly every business is needing to reassess their long-term strategic plans as the world adapts to the realities of the COVID-19 era. While it’s unclear how long it will take for the pandemic to subside and for our economy to recover, organizations need to begin planning ahead for the next stage. Listening closely to customers and gaining insights on how to quickly adjust to meet their changing needs is how successful brands pivot in the face of uncertainty. With a deeper understanding of their customers in hand, businesses will be better prepared to realign their operations and begin adapting to new consumer behaviors.
Are You Setting Your Sights on the Right North Star Metric? by The DRG
A North Star Metric is commonly described as the one metric that matters most to a company. It reflects the core value an organization delivers to its customers, which should align with the company’s growth strategy. Yet, determining which metric makes most sense for your organization is easier said than done. Recently, we sat down with The DRG’s President & CEO, Lanie Johnson, and our VP of Research Services, Shelley Ahrens, to talk about what to consider when selecting the right North Star Metric (NSM).
2020 Market Research Trends: Impacting Researchers' Roles by The DRG
If we had to use only one word to describe the 2010’s, it would be disruption. Across nearly every industry, the way we do business has changed with the emergence of the gig economy, rapid advancements in technologies like AI, VR, and machine learning, and of course, the impact of the ‘Amazon effect.’ These innovative yet disrupting forces have ushered in a new normal of escalating customer expectations. To keep pace, marketers need to respond to their customers’ changing preferences faster than ever by delivering meaningful, personalized experiences at scale. How can market research help? We believe it’s through the power of making connections.
Central Telephone Facility
# Stations: 45
CATI Stations: 45 with WinQuery software
Multi-Lingual Interviewing: Spanish 
In-House Tabulations: Yes
In-House Programming: Yes
Recruiting Services
Recruit for: focus groups
central location studies 
Recruiting in-house: Yes  
Database available: Yes
Opt-In for:  
Recruit for:  
Study Types Recruit for: consumer
Description: We have a dedicated staff of experienced, productive, and effective recruiters. All recruits are re-screened to validate that they qualify, can speak clearly and are comfortable sharing their opinions.
Focus Group Services
Facility Location: office building  
Miles from Airport: 16  
# Rooms: 3 focus group rooms
Internet Access: Yes  
Usability lab: 12 PCs with internet access  
Focus Group Moderators: Yes
One-on-one, In-depth interviewers: Yes
Focus Group Room(s):  
Room 1: 27 ' x 17 ' - 18 seats
Room 2: 25 ' x 12 ' - 12 seats
Room 3: 9 ' x 10 ' - 3 seats
Description: The DRG Focus Center has 2 spacious group suites plus an IDI room. The Focus Center was designed around our clients' needs for flexibility, versatility, comfort, and convenience.
Central Location Testing Facility
Viewing Capabilities: Yes
Computer/tablet/devices: 12 computer/tablet/devices
Internet Access: Yes
Off-Site/Remote Interviewing
Remote/Field Interviewing: For On-Site Assignments
Research Software
Computer-Assisted Personal Interviewing (CAPI): WinQuery  
Computer-Assisted Telephone Interviewing (CATI): WinQuery  
Statistical Analysis: SPSS, Sawtooth conjoint software  
Tabulation: WinCross  
Web Survey (CAWI): Custom programming built from ASP and XML