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DEE

Decision Evidence Engine

Turn consumer evidence into a structured commercial recommendation your team can review and defend.

Book a Demo → See how it works
How it helps

Evidence in. Recommendation out.

DEE turns relevant consumer evidence into a clear commercial recommendation. It selects the strongest proof, shows how closely it matches the decision, and ends with a next action your team can defend.

DEE combines FMCG Gurus' proprietary consumer research with AI and structured decision logic to turn years of evidence into a commercial recommendation. Instead of searching through reports, datasets and individual findings, teams can use that evidence to answer a specific commercial question and understand what the strongest proof supports.

Know the opportunityWhat the strongest evidence is really pointing to.
Know what to recommendA commercial verdict, not just a summary.
Defend the decisionThe proof, source and confidence behind it.
Commercial Argument Card FMCG Gurus · Proprietary Survey Data
Ingredient: casein Benefit: gut health Market: Mexico Format: protein bar
Commercial verdict

The consumer need casein serves is well established. The ingredient name is not. Lead with the benefit — follow with the proof.

64%
Digestive health intent
AN35830 · n=800
55%
Increased protein
AN35830 · n=800
71%
Source matters
SN66848 · n=800
70%
Bar format appeal
AN98930 · n=800
Opportunity

The consumer behaviour is there — casein just needs to attach to it.

Barrier

Sensory and price — not rejection of protein itself.

Proof points
1

64% tried to improve digestive health in last 2 years

Active Nutrition Q4 2025 · Mexico · AN35830 · n=800

Subject-specific
2

55% increased overall protein intake

Active Nutrition Q4 2025 · Mexico · AN35830 · n=800

Category-level

Built on FMCG Gurus' proprietary consumer evidence, including thousands of surveys across global FMCG markets.

Illustrative DEE recommendation

Shoppers moving through a busy supermarket aisle
Why it matters

Every recommendation shows the evidence behind it

DEE labels every proof point, so your team can see whether a number comes from the exact market and subject, or from the wider category around it. Nothing is presented as more specific than it is.

Subject-specificExact match to the decisionCategory-levelWider category context

It is not a report. It is not a dashboard. It is a decision outcome.

Who DEE is for

Built for teams that need to defend their decisions

Commercial & Strategy

Building an argument for a customer meeting

A sourced commercial argument, ready before the conversation.

Marketing & Brand

Making a positioning or claims decision

Test claims, formats or audiences against the consumer evidence.

Insight & Category

Supporting a business review or gate

A clear recommendation leadership can act on, without a separate deck.

Colleagues shaking hands and smiling after a meeting
See DEE in action

Ready to turn evidence into a decision?

See how DEE turns real consumer evidence into a structured commercial recommendation your team can review and defend.

Book a Demo →
DEE sits within the wider FMCG Gurus platform
Consumer IntelligenceReports & category evidence Survey ExplorerBrowse consumer responses Sensia AIAsk commercial questions Commercial EngineOpportunity Scanner + Commercial Score You are hereDEEStructured commercial recommendations