# Orchard Insights

> Orchard Insights is a Chicago-based market research company that has pioneered a behavioral "testing in the wild" methodology designed to close the say-do gap in consumer research. Rather than relying on surveys or incentivized panels, Orchard tests real consumers in authentic, in-the-moment decision-making environments — delivering unbiased behavioral data with speed, scale, and predictive accuracy.

Orchard's approach combines visual conjoint analysis with socially native content delivery. Ideas are broken into their atomic components (claims, messages, images, packaging, etc.) and tested in structured matrix-based experiments across social and digital platforms, observing what consumers actually do rather than what they say they will do. This produces a hierarchy of behavioral drivers that isolates which variables truly move decisions — independent of creative styling or audience bias.

Orchard serves innovation teams, consumer researchers, and marketers at major global CPG and consumer brands including P&G, Unilever, Kimberly-Clark, Clorox, Colgate-Palmolive, Constellation Brands, and others.

## Pages

- [Home](https://orchard-insights.com): Overview of Orchard's core proposition — closing the say-do gap through in-the-wild behavioral testing. Introduces the three-stage research system and key differentiators vs. traditional research.
- [Solutions Overview](https://orchard-insights.com/solutions): Describes Orchard's full three-stage research cycle (Seed → Shape → Activate) and the platform features that support it, including decade-deep behavioral norms, niche audience targeting, in-house creative execution, and visual conjoint methodology.
- [Seed](https://orchard-insights.com/solutions/seed): Early-stage solution for identifying the strongest problem statements, consumer tensions, market trends, and territory opportunities before investing further. Designed for brand-free, unbiased behavioral signal capture.
- [Shape](https://orchard-insights.com/solutions/shape): Mid-stage solution for refining and advancing ideas including product concepts, positioning, packaging, claims, naming, taglines, and digital product prototypes. Uses matrix-based visual conjoint to isolate discrete behavioral drivers.
- [Activate](https://orchard-insights.com/solutions/activate): Validation-stage solution for confirming which near-final executions will perform best in market. Covers pre-launch testing, creative optimization, brand lift measurement, and pricing thresholds.
- [Who We Help — Innovators](https://orchard-insights.com/who-we-help/innovators): How Orchard supports innovation teams in validating early ideas and directing development investment.
- [Who We Help — Researchers](https://orchard-insights.com/who-we-help/researchers): How Orchard's methodology integrates with and supplements consumer insights and research team workflows.
- [Who We Help — Marketers](https://orchard-insights.com/who-we-help/marketers): How Orchard helps marketing leads optimize campaigns, creative, and go-to-market strategies.
- [About Us](https://orchard-insights.com/about-us): Company mission, values (Creativity, Adaptability, Accountability, Trust), and team information. Headquartered in River North, Chicago.
- [Resources / Blog](https://hello.orchard-insights.com/blog): Company news, thought leadership, and market research insights.
- [Contact](https://orchard-insights.com/contact): Schedule a meeting or get started with Orchard.
- [Privacy Policy](https://orchard-insights.com/privacy-policy): Orchard's data privacy and usage policies.

## Key Concepts

**The Say-Do Gap**: The fundamental problem Orchard is built to solve — consumers often say one thing in research settings but do another in real purchasing situations. Traditional surveys amplify this gap through incentive bias and artificial environments.

**Testing in the Wild**: Orchard's core methodology. Stimuli (concepts, ads, packaging, claims, etc.) are served to real consumers within their natural digital environments (social feeds, digital platforms) without their knowledge that they are being studied. Behavioral reactions — stops, clicks, engagement — are measured rather than self-reported opinions.

**Visual Conjoint Analysis**: Orchard combines conjoint analysis principles with creative execution. A matrix-based framework breaks each idea into components, recombines them into structured experiments, and identifies both the optimal combination and the individual hierarchy of drivers — revealing what actually moves behavior independently of styling or audience variables.

**Three-Stage Research System**:
- **Seed** (Early Stage): Problem statement identification, consumer tension mapping, trend validation, territory exploration. Uses brand-free, socially native stimuli for clean behavioral reads.
- **Shape** (Mid Stage): Concept refinement, pack screening, claims and feature testing, name/tagline testing, restage testing, digital product prototyping. Tests elements in structured combinations to map resonance with precision.
- **Activate** (Validation Stage): Pre-launch testing, creative optimization, brand lift measurement, pricing thresholds. Validates near-final executions under real-world rigor before major market investment.

**Key Differentiators vs. Traditional Research**:
- Speed: Days vs. weeks or months for actionable insights
- Zero bias: Consumers are unaware they are being studied; no incentives distort behavior
- Predictive accuracy: Highly accurate prediction of real consumer choices vs. often-misleading survey results
- Sample authenticity: Natural consumer base in authentic contexts vs. self-selected, incentive-driven panels
- Scale: More than 6x the test volume of traditional methods, across multiple platforms in parallel, without proportionally multiplying costs

**Platform Features**:
- Over a decade of behavioral norms and benchmarks across thousands of tests, industries, and audiences
- Niche audience targeting at scale (hundreds of thousands of consumers, including hard-to-find segments)
- In-house creative execution — Orchard's creative team builds test stimuli; clients only need to sign off
- Strategic partnership model — project and account managers work alongside client teams
- One continuous research cycle from ideation to commercialization — no vendor switching, no methodology changes

## Company Info

- **Founded**: 2018
- **Headquarters**: 212 W. Superior St., Suite 502, Chicago, IL 60654
- **Phone**: 312.967.4570 / 877.314.6035
- **Website**: https://orchard-insights.com
- **Client Portal**: https://portal.orchard-insights.com
- **LinkedIn**: https://www.linkedin.com/company/orchard-chicago/
- **Instagram**: https://www.instagram.com/orchard.insights/
- **Awards**: IIeX Competition Winner; IIeX North America Speaker