DCDR
You’re not short on data. You’re short on decisions that move revenue.
Revenue is harder to win, attention is more fragmented, and your team is expected to deliver audience insight, thought leadership, sales support, and proof of performance faster than ever. Instead, the signals are scattered, the story is unclear, and the people who need answers are left waiting.DCDR helps digital publishers, platforms, and brands turn audience, market, culture, and performance signals into clear stories, sharper decisions, and measurable growth.
DCDR
Turn signals into decisions
Most media and marketing organizations are under constant pressure to grow: volatile revenue, new competitors, fragmented attention, and an endless demand for content. You’re not short on data — you’re short on decisions.DCDR helps digital publishers, platforms, and brands make sense of audience behavior, market shifts, culture, and performance in real time, so teams can:• Cut through noise and find real insight
• Support Sales and Marketing with stronger stories
• Focus effort on what actually drives revenueDCDR is the insights partner that turns your data into revenue — and your team into better storytellers.
DCDR
We help companies move faster and smarter by deeply understanding consumer culture.
At DCDR, the work is grounded in 20+ years of applied insights experience — not frameworks built in a vacuum, but research that has driven real commercial outcomes across some of the most competitive digital media companies in the business.Rob McLoughlin, Founder & CEO, is an insights leader with a track record of building high-performing teams and solutions that drive measurable commercial value. Before launching DCDR, he led insights and research at DoubleClick, AOL, SpinMedia, and PopSugar, most recently as Vice President, Insights at PopSugar.Rob is known as a strategic thinker, insightful analyst, strong storyteller, and multi‑disciplined marketer whose work has been featured or cited by eConsultancy, SurveyMonkey, eMarketer, Statista, AdAge, Adweek, MediaPost, and USC’s Annenberg School for Communication and Journalism. He has spoken at CES, Social Media Week, MADS, IAB events, and more, and was recognized as a finalist for SurveyMonkey’s Curiosity Award, honoring marketers who use research and curiosity to drive innovative, high‑impact work.In 2025, Rob was named an Insight250 Innovator award winner, recognizing leaders who are shaping the future of market research and evidence‑based marketing worldwide.
DCDR
100+ studies. $100M+ in revenue supported. Six publisher networks. Here’s what that looks like in practice.
Since 2020, our work has powered content studios, flagship studies, and measurement programs for Genius, theSkimm, SHE Media, Babylist, Motherly, and more — supporting more than $100M in advertising and partnership revenue across our client network. We partner with leading brands to run custom and brand effectiveness research through these publishers, including Apple, Bank of America, Ford, Google, H&R Block, Heineken, Jordan, Meta, New York Life, Nike, Panda Express, Rabanne, Samsung, Toyota, and Volkswagen, among many others.Insights Strategy
We make your data usable—organizing, governing, and activating it so every story starts from insight. You get “insights-first” solutions, stronger thought leadership and revenue-generating products, and teams that are better storytellers and partners to Sales and Marketing.Original Research
We show you what your audience will want next by revealing how they think, feel, and behave. Our work helps you understand motivations and rituals, translate across generations, and spot emerging trends using large-scale surveys, segmentation, personas, and ongoing tracking.Content Marketing & Thought Leadership
We turn your research into content your market actually reads, shares, and remembers. Partnering with Marketing, PR, and Communications, we craft white papers, reports, newsletters, and visual storytelling assets that make you a trusted resource in your category.Brand Measurement & Narrative Resonance
We prove what your media and brand story are really worth. This includes brand lift, ROAS, and narrative resonance studies—with benchmarks and best practices—that help you measure impact, monetize research, and refine your brand story with key audiences.Revenue Activation
We turn your insights function into the sharpest tool in the sales room. Better use of syndicated data, stronger dashboards, RFP support, and go-to-market intelligence — so Sales, Marketing, and Product always have the story they need to win.
DCDR
We work with leading digital publishers, platforms, and brands
Selected WorkThe best work doesn't announce itself — it shifts how a market thinks. Most of what DCDR does lives under NDA, but below are four engagements we can speak to publicly.Genius MusicIQ
Genius needed a story that would make advertisers see its audience differently — not just as listeners, but as the cultural engine behind how music moves. DCDR combined platform data with custom research to quantify how fans discover, interpret, and share music, launching MusicIQ as a first-of-its-kind advertiser narrative that repositioned Genius as the definitive platform for reaching trend-setting, culturally engaged listeners.theSkimm – Thought Leadership & Category Depth
100 custom studies. One long-term partner. With theSkimm, DCDR has built a research engine that powers sales, marketing, and thought leadership across some of the most competitive categories in women's media. Our work includes the SKM Report B2B newsletter, category-defining studies for partners such as the BlackRock "Women & Wealth" study, research for the NWSL, and high-impact fertility and healthcare research through the Kindbody “State of Women and Fertility Healthcare” project — insight-led work that deepened theSkimm's authority with women and unlocked larger, more strategic brand partnerships.Babylist – The Push & Future of Family
Babylist came to DCDR with a question: how do we turn our audience insights into a platform that earns bigger brand relationships? The answer was The Push — an insight-led content studio built to position Babylist as the definitive voice on modern parenthood. DCDR designed the insights strategy, narrative, and measurement framework, then co-developed a suite of research products to power sales conversations and campaign performance. Our flagship “Future of Family” study surveyed more than 7,000 U.S. shoppers to map how families are forming, deciding, and buying — giving Babylist a category-defining platform for partner storytelling.SHE Media & Pfizer – Medical Gaslighting
Some research changes the conversation. The “Navigating Medical Gaslighting” study — a nationwide look at how women experience bias in healthcare and how it shapes their trust, treatment, and outcomes — did exactly that. DCDR designed and executed the research in partnership with SHE Media and Pfizer, and the findings powered a multi-platform editorial and advocacy campaign, a dedicated web destination, and back-to-back industry recognition: the 2023 Fierce Pharma Marketing Award and a 2023 Anthem Award for purpose-driven work.
DCDR
Three ways to work together.
You can engage DCDR through project-based engagements for defined initiatives, via retainers for ongoing weekly collaboration, or as a fractional insights leader for dedicated, senior-level partnership.Project: Fixed-fee engagements for clearly scoped work, with a $15K minimum and defined deliverables.Retainer: Ongoing weekly support over a minimum 90-day period for teams that want an embedded partner.Fractional: Dedicated, embedded insights leadership, custom-scoped and priced to suit your organization.Not sure which model fits? Most clients start with a project and grow from there.
DCDR
Work with DCDR.
DCDR is a thinking partner embedded in the work — translating complexity into clarity, and clarity into revenue. We decode signals. We drive decisions.Let's put real work on the table. Most clients start with a focused 30-minute working session on a live brief.Schedule a Working SessionPrefer to start with a question? Email Rob with a question instead.