Informed Decisions Group, Inc.

Informed Decisions Group, Inc. (IDG) is a full-service behavioral insights firm specializing in shopper research, customer behavior, and market strategy. We help brands understand how and why customers make decisions, across physical, digital, and hybrid environments, to drive conversion, brand engagement, and growth. At the forefront of innovation, IDG integrates advanced eye-tracking and our life-sized virtual aisle to decode shopper behavior in both real and simulated retail settings. Our methodologies blend quantitative rigor with qualitative depth, powered by proprietary technologies and industry-leading expertise in behavioral and marketing science. From shelf optimization and pack testing to digital path-to-purchase and UX diagnostics, IDG delivers a 360° view of customer decision-making. Through dynamic analytics and a relentless focus on real behavior, not just stated intent, we empower clients to outmaneuver the competition and make smarter, shopper-driven decisions.