We’re independently owned, fiercely curious, and deeply committed to the people behind the insights.
We find the best answers to our clients’ toughest questions.
As a strategic insights firm, we deliver custom, human-centric insights that help businesses grow, innovate, and differentiate themselves in shifting markets.
Strategic partnership
—not just research.
- Clear, high-quality insights that guide strategy—not just next steps.
- Senior-level perspective and fresh thinking from across industries.
- Support that continues between projects—not just during them.
- Custom research designed around your goals, not standardized products.
- Products and services that land because your customers feel seen, heard, and understood.
Our unique combination of capabilities sets brands apart.
Human Understanding
Deep empathic exploration of people’s needs, motivations, and behaviors that help brands see people as people, not data points.
Business Insights
Research, data and analytics that reveal what’s happening right now in your market.
Foresight and Planning
Trend analysis, predictive analytics and activation services to prepare you for what’s next.
It’s not about what we do—it’s how we do it.
The Integrated Intelligence Framework is our custom approach to insight generation that allows us to find connections that others miss. This framework is how we deliver the best answers to your biggest questions.
Proven experience
30+ years of business insights and impacts for restaurants, healthcare, finance, agriculture, retail, consumer goods, and more.
180 employees, serving top brands nationwide
The Directions Group leadership
Elizabeth "Beth" Finn is President and CEO of The Directions Group. With over 20 years of industry experience in the marketing and insights industry, Beth brings exceptional leadership, strategic vision, and an unwavering commitment to client satisfaction to her role. Her vision for the firm centers on leveraging innovative data tools and technologies, best-in-class insights, and strategic action while maintaining the human element at the center of everything the company does.
"To understand business needs and serve our clients at a high level, we must understand people and view business within the context of the human world where it lives. We must see the connections between all the pieces and bridge the distance between siloed insights and truly integrated intelligence. This is the guiding principle that will shape everything we do, the services we provide, and the way we will show up for our clients and each other."
Trusted by top brands—and top talent.
We’re honored to be recognized as one of the top 25 insights firms and a top place to work, year after year.
Smart tech. Sharp minds. One goal - data you can trust.
In an era when sophisticated, AI-enabled fraud threatens research integrity, The Directions Group is constantly innovating and evolving our fraud prevention toolbox to stay ahead and ensure every insight reflects genuine human experience. We believe in the power of advanced technology augmented by critical human judgement, because when your strategy depends on understanding real people, trustworthy data isn’t optional – it’s everything.