A women-led insights company translating lived experience into strategic clarity.
We help organizations reduce risk by grounding strategy in the realities of women’s lives and decisions.
We help organizations reduce risk by grounding strategy in the realities of women’s lives and decisions.
THE PROBLEM
THE PROBLEM
There’s a gap between what organizations believe they know about women and how women make decisions and the real-world behaviors that dictate market outcomes.
There’s a gap between what organizations believe they know about women and how women make decisions and the real-world behaviors that dictate market outcomes.
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Women control or influence approximately 85% of consumer spending decisions.
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Women control or influence approximately 85% of consumer spending decisions.
YET
Many strategies are built on assumptions that don’t fully truly reflect how women live, choose, and prioritize. es and apps
YET
Many strategies are built on assumptions that don’t fully truly reflect how women live, choose, and prioritize.
YET
Many strategies are built on assumptions that don’t fully truly reflect how women live, choose, and prioritize. es and apps
RESULT
Marketing budgets burn on false assumptions, products miss the mark, and significant lifetime revenue is left unrealized as women quietly take their business elsewhere.
RESULT
Marketing budgets burn on false assumptions, products miss the mark, and significant lifetime revenue is left unrealized as women quietly take their business elsewhere.
WHAT WE OFFER
WHAT WE OFFER
High-stakes decisions deserve real understanding.
We focus on the moments that matter—when strategy meets reality, when assumptions need to be tested, and when organizations must decide with confidence, not guesswork.
High-stakes decisions deserve real understanding.
We focus on the moments that matter—when strategy meets reality, when assumptions need to be tested, and when organizations must decide with confidence, not guesswork.
1
DECA Sprint™
For critical inflection points
A concentrated, short-term integration of lived-experience intelligence into high-stakes product, campaign, or strategic decisions — before major investment or rollout.
→ Reduces avoidable risk and strengthens performance before scale.
2–4 WEEKS
1
DECA Sprint™
For critical inflection points
A concentrated, short-term integration of lived-experience intelligence into high-stakes product, campaign, or strategic decisions — before major investment or rollout.
→ Reduces avoidable risk and strengthens performance before scale.
2–4 WEEKS
2
DECA Embedded™
For continuous product & experience evolution
An ongoing integration within your roadmap and release cadence. We evaluate features, messaging, and experience decisions through structured council review — tracking patterns over time to surface friction before it compounds.
→ Prevents compounding misalignment and supports sustained strategic clarity.
QUARTERLY
BIANNUAL
ANNUAL
2
DECA Embedded™
For continuous product & experience evolution
An ongoing integration within your roadmap and release cadence. We evaluate features, messaging, and experience decisions through structured council review — tracking patterns over time to surface friction before it compounds.
→ Prevents compounding misalignment and supports sustained strategic clarity.
QUARTERLY
BIANNUAL
ANNUAL
3
DECA Council™
For executive oversight & institutional access
A senior-facing intelligence layer that brings lived experience directly into leadership forums and high-impact decision cycles. The focus is oversight, alignment, and risk visibility — not anecdotal feedback.
→ Reduces blind spots at senior levels and institutionalizes lived-experience intelligence within corporate decision-making.
MIN SIX MONTHS
3
DECA Council™
For executive oversight & institutional access
A senior-facing intelligence layer that brings lived experience directly into leadership forums and high-impact decision cycles. The focus is oversight, alignment, and risk visibility — not anecdotal feedback.
→ Reduces blind spots at senior levels and institutionalizes lived-experience intelligence within corporate decision-making.
MIN SIX MONTHS
WHY DECA?
Insights grounded in trust.
Most intelligence expires. Ours compounds — built on relationships with women who share their realities because they trust who's asking.
OUR SISTER COMPANY
OUR SISTER COMPANY
“The most valuable data isn’t collected—it’s shared.”
A LIVED-EXPERIENCE PLATFORM
It's not a social platform. It's not a research panel. It's a trusted space where women share honest perspectives — because they choose to, and because it matters.
A LIVED-EXPERIENCE PLATFORM
It's not a social platform. It's not a research panel. It's a trusted space where women share honest perspectives — because they choose to, and because it matters.
HONESTY OVER PERFORMANCE
No influencer dynamics. No audience pressure. No performance incentives. Just real perspectives from women living real lives.
HONESTY OVER PERFORMANCE
No influencer dynamics. No audience pressure. No performance incentives. Just real perspectives from women living real lives.
INTELLIGENCE FROM THE SOURCE
OFC is where DECA's intelligence begins. Anonymous pattern-mining reveals what's happening in women's lives. Contributors opt into DECA projects — bringing their perspective to the organizations that need it.
INTELLIGENCE FROM THE SOURCE
OFC is where DECA’s intelligence begins. Anonymous pattern-mining reveals what’s happening in women’s lives. Contributors opt into DECA projects, bringing their perspective to organizations that need it.
INTELLIGENCE FROM THE SOURCE
OFC is where DECA's intelligence begins. Anonymous pattern-mining reveals what's happening in women's lives. Contributors opt into DECA projects — bringing their perspective to the organizations that need it.
“The most valuable data isn’t collected—it’s shared.”
WHO WE ARE
We're a women-led, women-focused intelligence company founded by three designers and strategists who spent years watching the same gap appear again and again — between what organizations believed about women and what women actually experienced.
WHY DECA?
WHY DECA?
Insights grounded in trust.
Most intelligence expires. Ours compounds — built on relationships with women who share their realities because they trust who's asking.
Insights grounded in trust.
Most intelligence expires. Ours compounds — built on relationships with women who share their realities because they trust who's asking.
1
Long-term intelligence, not one-off snapshots
We're building durable insight infrastructure that deepens over time. Relationships compound. So does the understanding that comes from them.
2
Lived experience, not observation
We don’t watch from the outside. We work with women who share their lived realities—because they trust the process and the people.
3
Empathy as Competitive Edge:
In a market flooded with generic data, true understanding is a scarce asset. We go deeper to reveal the invisible drivers of behaviors.
4
Reciprocity, not extraction
Every insight exchange benefits both sides. Women share because they choose to — not because they're incentivized to. That's what makes the intelligence real
1
Long-term intelligence, not one-off snapshots
We're building durable insight infrastructure that deepens over time. Relationships compound. So does the understanding that comes from them.
2
Lived experience, not observation
We don’t watch from the outside. We work with women who share their lived realities—because they trust the process and the people.
3
Empathy as Competitive Edge:
In a market flooded with generic data, true understanding is a scarce asset. We go deeper to reveal the invisible drivers of behaviors.
4
Reciprocity, not extraction
Every insight exchange benefits both sides. Women share because they choose to — not because they're incentivized to. That's what makes the intelligence real
1
Long-term intelligence, not one-off snapshots
We're building durable insight infrastructure that deepens over time. Relationships compound. So does the understanding that comes from them.
2
Lived experience, not observation
We don’t watch from the outside. We work with women who share their lived realities—because they trust the process and the people.
3
Empathy as Competitive Edge:
In a market flooded with generic data, true understanding is a scarce asset. We go deeper to reveal the invisible drivers of behaviors.
4
Reciprocity, not extraction
Every insight exchange benefits both sides. Women share because they choose to — not because they're incentivized to. That's what makes the intelligence real
WHY THIS MATTERS?
Assumptions are expensive. Grounding decisions in lived experience costs much less than a failed launch.
Risk reduction, not research
Every product launch, rebrand, or strategic pivot carries risk. That risk is reduced when decisions reflect how people actually live—validated by models and large-scale analysis.
Human in the loop
Data detects patterns. Numbers capture what happened, not why. We de-risk your decisions by ensuring your strategy is grounded in human reality.
WHY THIS MATTERS?
WHY THIS MATTERS?
Assumptions are expensive. Grounding decisions in lived experience costs much less than a failed launch.
Assumptions are expensive. Grounding decisions in lived experience costs much less than a failed launch.
Risk reduction, not research
Every product launch, rebrand, or strategic pivot carries risk. That risk is reduced when decisions reflect how people actually live—validated by models and large-scale analysis.
Human in the loop
Data detects patterns. Numbers capture what happened, not why. We de-risk your decisions by ensuring your strategy is grounded in human reality.
WHO WE ARE
WHO WE ARE
We're a women-led, women-focused intelligence company founded by three designers and strategists who spent years watching the same gap appear again and again — between what organizations believed about women and what women actually experienced.
We're a women-led, women-focused intelligence company founded by three designers and strategists who spent years watching the same gap appear again and again — between what organizations believed about women and what women actually experienced.
FOUNDER, CREATIVE DIRECTOR
LEAH CAPLAN
Truth teller, taste maker, editor, design management extraordinaire, brand expert, foodie, cat-mom and native New Yorker. Open For Conversation visionary.
FOUNDER, STRATEGY DIRECTOR
SEDA EVIS
City-lover, designer MBA, strategic and creative, experience designer, ops expert, amateur potter, New Yorker at heart, currently San Diego resident.
FOUNDER, DESIGN DIRECTOR
MELTEM PARLAK
Designer extraordinaire from graphics to products to communities, autodidact, world citizen, dog-mom, New York transplant.
FOUNDER, DESIGN DIRECTOR
MELTEM PARLAK
Designer extraordinaire from graphics to products to communities, autodidact, world citizen, dog-mom, New York transplant.
FOUNDER, CREATIVE DIRECTOR
LEAH CAPLAN
Truth teller, taste maker, editor, design management extraordinaire, brand expert, foodie, cat-mom and native New Yorker. Open For Conversation visionary.
FOUNDER, STRATEGY DIRECTOR
SEDA EVIS
City-lover, designer MBA, strategic and creative, experience designer, ops expert, amateur potter, New Yorker at heart, currently San Diego resident.
FOUNDER, DESIGN DIRECTOR
MELTEM PARLAK
Designer extraordinaire from graphics to products to communities, autodidact, world citizen, dog-mom, New York transplant.
FOUNDER, CREATIVE DIRECTOR
LEAH CAPLAN
Truth teller, taste maker, editor, design management extraordinaire, brand expert, foodie, cat-mom and native New Yorker. Open For Conversation visionary.
FOUNDER, STRATEGY DIRECTOR
SEDA EVIS
City-lover, designer MBA, strategic and creative, experience designer, ops expert, amateur potter, New Yorker at heart, currently San Diego resident.
FOUNDER, STRATEGY DIRECTOR
SEDA EVIS
City-lover, designer MBA, strategic and creative, experience designer, ops expert, amateur potter, New Yorker at heart, currently San Diego resident.
FOUNDER, DESIGN DIRECTOR
MELTEM PARLAK
Designer extraordinaire from graphics to products to communities, autodidact, world citizen, dog-mom, New York transplant.
FOUNDER, DESIGN DIRECTOR
MELTEM PARLAK
Designer extraordinaire from graphics to products to communities, autodidact, world citizen, dog-mom, New York transplant.