Dig Insights is a technology-enabled market research and insights consultancy headquartered in Toronto, Canada. The company's core focus is on driving brand growth and innovation success for its clients, who are typically consumer-facing brands (including CPG, retail, QSR, and health sectors).
The company operates by blending full-service strategic consulting with a proprietary, in-house technology platform. This hybrid model allows it to support clients across the entire innovation lifecycle, from foundational trend-spotting and ideation to concept testing, forecasting, and in-market tracking.
Core Product: Upsiide (SaaS Platform)
The centerpiece of Dig Insights' technology offering is Upsiide, its agile innovation insights platform. Upsiide is a Software-as-a-Service (SaaS) tool designed for rapid, iterative testing of ideas, concepts, communications, and product designs.
Upsiide's methodology is built to better predict in-market performance by measuring both intuitive appeal and consumer choice.
Gamified Respondent Experience: Unlike traditional surveys, Upsiide presents respondents with a "Tinder-style" interface. Users are shown a series of ideas (which can be concepts, package designs, claims, etc.) and swipe left to "dislike" or swipe right to "like."
"Interest" vs. "Commitment":
Interest: The initial "like" (swipe right) is captured as a measure of intuitive, System 1 appeal.
Commitment: After a respondent "likes" two or more ideas, Upsiide presents these liked ideas in a head-to-head trade-off, forcing the user to choose their single favorite. This measures "Commitment."
The Idea Score: By combining the metrics of Interest (the percentage of people who liked an idea) and Commitment (the percentage of people who chose it as their favorite), Upsiide generates a single, predictive "Idea Score."
Advanced Analytics: The platform includes built-in analytics dashboards that visualize results on a 2x2 matrix (plotting Interest vs. Commitment). This helps clients quickly identify winning ideas (high Interest, high Commitment), niche opportunities (low Interest, high Commitment), and mass-appeal but low-priority ideas (high Interest, low Commitment). It also supports analyses like TURF (Total Unduplicated Reach and Frequency) and portfolio optimization.
Consulting Services and Solutions
Beyond its SaaS platform, Dig Insights operates as a full-service consultancy. Its services are structured to guide clients through a four-stage innovation process.
1. Understand a Changing Market
This foundational stage focuses on identifying opportunities and understanding the consumer and cultural landscape.
* Trends and Foresight: Identifying emerging macro and micro trends relevant to a client's category.
* Jobs To Be Done (JTBD): A research framework focused on understanding the core "job" a consumer is "hiring" a product to do, uncovering underlying motivations.
* Customer Journey Mapping: Visualizing the customer's experience to identify pain points and opportunities.
* Demand Space: Identifying and sizing distinct consumer need-states within a market.
2. Build Winning Strategies
This stage involves translating foundational insights into actionable business strategies.
* Co-Creation Sessions: Facilitated workshops bringing clients and consumers together to brainstorm new ideas.
* Innovation Sprints: Short, intensive, and iterative projects designed to move from an opportunity to a viable concept quickly.
3. Innovate to Grow Penetration, Share, and Profit
This is the core "testing" phase, where the Upsiide platform is heavily leveraged.
* Innovation Testing: Agile testing of new-to-market ideas, including:
* Concept Testing: Validating and optimizing new product or service concepts.
* Claims Testing: Identifying the most compelling and believable marketing claims.
* Package Testing: Evaluating package designs on appeal, findability, and communication.
* Conjoint Analysis: Advanced quantitative methods to determine the optimal mix of product features and price.
* Forecasting: Using data models to predict the in-market sales potential of new innovations.
4. Optimize Current Activities
This stage focuses on tracking and improving in-market performance.
* Brand Tracking: Monitoring key brand health metrics over time.
* Innovation Tracking: Assessing the performance of recently launched products.
* Social Intelligence: Using AI-powered tools (such as their OneCliq acquisition) to mine social media conversations for consumer sentiment, themes, and unmet needs.
Please note: This information is generated by AI. For legal use, verify with company sources.
