Aimpoint Research Joins Directions

What is the relationship between Directions, SEEK, and Aimpoint Research?

Directions, a top U.S. insights and analytics firm, acquired Aimpoint Research, a global strategic intelligence firm, bringing together three industry-leading brands — Directions, SEEK, and Aimpoint Research — to broaden the capabilities and services available to clients across industries including food, food service, agriculture, health and wellness, technology, financial services, and consumer packaged goods.

Together, the firms offer an unmatched suite of solutions and expertise, uniting business insights, consumer understanding, and strategic intelligence. This combination of quantitative, qualitative, and strategic insights gives clients the ability to make better, more transformative decisions to gain a competitive advantage in the marketplace.

What does each brand specialize in?

Directions influences clients' most strategic business decisions via high-impact insights, advanced analytics, deep industry knowledge, engaging visuals, and innovative, flexible research designs.

SEEK is unique in its use of empathy and storytelling in qualitative research to uncover rich human insights, create loyalty-driving ideas, and build brand positioning and strategies. Together, Directions and SEEK share a focus on innovation, optimization, brand, and strategy with a commitment to flexibility and customization.

“Adding Aimpoint’s management consulting and strategic intelligence capabilities to Directions’ diverse expertise and quantitative rigor, and SEEK’s ability to connect brands and humans through empathy creates a great opportunity for our clients. As a three-brand solution set, we now offer clients the advantage of receiving integrated insights across multiple aspects of their information needs from one firm.”

– Jim Lane, President & CEO of Directions Inc

What does Aimpoint Research specialize in?

Driven by the core belief that the success of the agri-food system is essential to U.S. national security, Aimpoint Research empowers agri-food organizations and leaders with strategic insights through a unique blend of military intelligence techniques and market research. The firm's team includes former military intelligence officers, agricultural experts, and research professionals who help clients understand what's happening in the marketplace, what's going to happen in the future, and what to do to ensure success.

As an independent division of Directions, Aimpoint Research operates with the same mission and leadership, providing services such as the Executive Intelligence Network, Agri-Food WatchDesk, Wargaming, and strategic planning support.

“We have developed deep collaborative partnerships with leaders and organizations across the agri-food value chain. Our integrated intelligence provides a competitive advantage in a complex, ever-changing industry and world. As a result, we’re proud to have been named one of the fastest-growing companies in the U.S. on the 2021 Inc. 5000 list. Joining forces with Directions and SEEK will allow us to bring expertise and horsepower to our clients that is unparalleled.”

– Brett Sciotto, Founder & CEO of Aimpoint Research