DecisionPoint Marketing and Research
Market Research and Consulting Services

During the past few years, DecisionPoint had to react to the economic conditions and reconstruct themselves into a full service research organization. In the past using telephone data and focus groups, the previous company, Data for Decisions in Marketing, Inc. struggled with profitability and growth. In addition, their customers needed strategic insight and were asking for full service – not just data collection services. They decided to refocus and move the business from data gathering to full service: identifying the problem, doing the research and interpreting the data.

During the transition, DecisionPoint created the best video lab in the country and a web usability room that allows organizations to watch and learn how their websites are used. Other products include doing site surveys, along with data mining to evaluate how products are used or to determine other uses for existing products. Lawyers are joining the focus group process for mock jury selections to understand better how juries deliberate. The quality and depth of customer relationships has improved, because clients are changing their business processes in response to the results of their research. DecisionPoint has signed a ten year lease and now considers all of their business relationships as long term – not short term. Cash flow has improved, sales are up 37% from last year and they are now moving into the national market using what they have learned in Northeast Ohio.

Asked what they have learned, Amy Merrill answered, “Treat time as a precious commodity, because it is easy to get involved and let the business suffer. Manage the banks.” They found that local community banks were not as supportive of small business as the large regional banks. And what advice would she give? Experienced and secure businesswomen are great mentors. Hire people who are passionate about what they do. Relationships and energy count for everything. Referrals are golden. When things get busy, don’t work in the business, work on the business. And always remember, “Your customers are the golden nugget, they typically don’t care about what upper management thinks is important- listen to their voice regularly”