DECODE takes a broad view of how individuals interact with institutions that sell, hire, and govern. We track attitudes and behaviours across these life roles and seek clues that will help organizations gain a deeper understanding of the people they want to reach.

Consumer
Consumption is a dialogue; a language we speak fluently. As consumers, we juggle a variety of concerns: value, quality, status, health, ethics, and budget. Today's consumers draw upon an almost limitless amount of information and opinion to make their key purchasing decisions. Decoding how trust, habit, desire, and need interact is key to developing the kind of relationships that organizations want with their customers.

Employee
Attracting, engaging, and retaining employees is complicated by the plethora of information that circulates on websites such as Workopolis and Monster. Creating and maintaining relationships between employers and employees necessitates a holistic evaluation of needs and desires. We decode the implicit and explicit elements of strong workplace relationships.

Citizen
Youth, Young Adults, and Young Families have distinct needs from the public and non-profit sectors and are eager to contribute. DECODE helps organizations engage these instincts towards the development and refinement of policy directions, program evaluations, and public opinion research.