01 / DATA
Make data usable.
Make data usable, governed, and connected to the stories and decisions that matter.
Insights Strategy with Rob McLoughlin
Make the evidence matter.
DCDR is the independent insights strategy practice of Rob McLoughlin. Whether you completed the Coherence Gap Assessment or arrived with a live business question, Rob helps turn scattered signals into a sharper point of view—and a decision teams can act on.
How DCDR helps
Connect data, stories, and decisions.
02 / AUDIENCE
Understand the people.
Understand what audiences think, feel, need, and will want next.
03 / STORY
Make insight travel.
Turn research into stories your market reads, shares, and remembers.
04 / MEASUREMENT
Prove the value.
Prove the value of your media, message, campaign, or brand story.
05 / ACTIVATION
Help teams win.
Give Sales, Marketing, and Product the evidence and narratives they need to win.
Engagement models
Built around the question and the moment.
PROJECT
Focused engagement
Defined, fixed-fee work for a live initiative. $15K minimum. Clear scope and deliverables.
PARTNER
Ongoing collaboration
Ongoing weekly collaboration with Rob for teams that need a consistent insights partner. Minimum 90-day commitment.
FRACTIONAL
Embedded leadership
Embedded senior-level insights leadership from Rob, scoped around the team, business challenge, and operating rhythm.
Most clients start with a project and grow from there.
About Rob McLoughlin
Senior insight leadership for the decision at hand.
Rob McLoughlin is an audience-insights and market-research leader with 20+ years of experience helping media, marketing, and product teams turn data into clearer stories and more confident commercial decisions.
His work spans audience intelligence, original research, thought leadership, brand measurement, narrative development, revenue activation, and fractional insights leadership. He has supported organizations across DoubleClick, AOL, SpinMedia, PopSugar, Genius, theSkimm, Babylist, SHE Media, and more—conducting 100+ studies and supporting more than $100M in revenue. Rob was named an Insight250 Innovator in 2025.
Start with the question
Bring the decision that needs more confidence.
Most conversations begin with a focused 15-minute meeting. Bring a Coherence Score, a live brief, an underperforming campaign, a sales challenge, an audience opportunity, or a decision that needs more confidence.