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About Us

Why Choose Us?

Symmetric provides sampling services to companies that place a very high value on representative samples, scientific sampling methods and advanced fraud-detection systems. Symmetric applies advanced technology and sophisticated systems to create and manage some of the best online panels in the world. From its origins in 1996, Symmetric's suite of online panels have expanded to include American Consumer Opinion® and five B2B panels. All are carefully balanced, continually refreshed, and systematically cleaned via high-tech and low-tech methods. Nonresponders, speedsters, and cheaters are continually purged. In addition to its worldwide panels, Symmetric can supplement its samples by drawing participants from hundreds of other sampling sources, using the Icion® sampling platform. All samples are vetted by Symmetric's Sleuth fraud-detection systems. Stratified sampling controls and random selection of participants within each cell help ensure that each sample is as representative as possible.

Symmetric is owned and operated by Decision Analyst. Decision Analyst is a research and analytical consulting firm serving major corporations, advertising agencies, and marketing consultancies in the Americas, Europe, Asia, the Middle East, and Africa. The name "Decision Analyst" reflects the firm's unparalleled expertise in analytics as the springboard to better marketing decisions.

Decision Analyst conducts multinational studies on marketing strategy, market segmentation, product optimization, advertising testing, package optimization, new product concept testing and forecasting, website optimization, and customer experience optimization. The firm blends qualitative research, secondary data analysis, survey-based research, econometrics, and advanced analytics (modeling, simulation, and optimization) to solve the most difficult marketing problems.

The firm works across an array of industries, with concentrations in consumer packaged goods, retail, high technology, automotive, healthcare, and service categories. Teams of industry experts focus on vertical markets.

Decision Analyst's creed is "A Spirit of Service, A Spirit of Caring." This creed defines how the company treats its clients, employees, and subcontractors. The firm believes that a "spirit of service" and a "spirit of caring" must underlie and permeate everything it does. Service and caring are the foundations of employee teamwork, employee retention, quality assurance, and long-term relationships with clients.

One of the largest privately owned research firms in North America, Decision Analyst is wholly owned by its employees. The firm places great value on meticulous quality, hard work, meeting deadlines, and staying within budgets. Decision Analyst was founded in 1978 and is headquartered in the Dallas-Fort Worth area.

Executive Team

Jason Thomas, President of Symmetric
Jason Thomas
President of Symmetric

Jason has over 25 years of experience in the marketing research industry working in Operations, IT, and Client Service. Most of his focus has been on panels, starting with mail panels back in the late 1980's and early 1990's. In 1996 he moved the mail panel, American Consumer Opinion, online, and that launched the first venture into the online panel realm as one of the earliest companies with an online panel. Over the years he has created and managed several B2B panels, too, including technology, executive, medical, physician, and contractor panels. In addition to building and managing these panels, he has built and managed dozens of custom panels and communities for many Fortune 1000 clients over the years.

Mauricia Wills, Vice President of Symmetric
Mauricia Wills
Vice President of Symmetric

While working at Decision Analyst since 2001, her primary expertise has been in the management of online panels. This includes both consumer and B2B panels. As her responsibilities have expanded throughout the years, they have included managing our existing online panels, as well as building new proprietary online panels and custom panels for clients, creating a successful community that our panelists enjoy, and ensuring the quality of data that we provide to clients. She also assists in monitoring the quality control and success of every project. In Mauricia's 15 years of experience she has taken great pride in managing Symmetric's 8+ million panel members.

Becky Crane, Client Development Manager
Becky Crane
Vice President

Becky joined Symmetric with 16 years of prior experience in market research. After graduating from Austin College with a Business degree, she began her career as one of the original survey programmers at Digital Marketing Services. Within a few years she moved into a project management role, leading over 200 research projects from implementation to field completion. In 2001 when DMS joined forces with SPSS, she transitioned to SPSS, where she became a research specialist and combined SPSS products and services with River sample. Becky then moved to ReRez as an account manager, where she specialized in methodology and sample consulting. Her eye for detail and commitment to success allowed her the opportunity to work with some of the firm's largest accounts. She regularly provided online research expertise to clients and provided custom sample plans for a variety of hard-to-reach audiences, across multiple countries. Becky’s most recent experience as a sales manager at uSamp expanded her knowledge of survey technology products and mobile research platforms. Becky has worked closely with full-service research companies acting as their advocate for the fielding and delivery of their research projects. She enjoys collaborating with clients, understanding their greatest research challenges, and helping to support their online quantitative needs.

Ellen Pieper
Ellen Pieper

Ellen Pieper oversees sales and account activities for a diverse portfolio of market research, advertising, and consulting companies. In her role, she focuses on relationship building and defines and scopes projects for online panel work. She specializes in developing creative solutions for clients’ online research needs. Before joining the Decision Analyst team, Ellen worked at Kantar’s Lightspeed Research (formerly GMI) for seven years. Ellen earned her Bachelor’s degree in Psychology from Columbia University, with a concentration in statistics and research. She completed the Principles of Market Research program from the University of Georgia, and in 2016 she achieved the esteemed designation of Professional Researcher Certification (PRC) from the PRC Board of the Marketing Research Association (MRA). She has presented at TMRE and SW/NW MRA Annual conference. Ellen currently serves on the Southwest’s Insights Association (previously Southwest MRA) Board of Directors and the University of Texas at Arlington’s Master of Market Research Advisory Committee. Ellen currently lives in Dallas, Texas.

Heather Bryant, Client Development Manager
Heather Bryant
Client Development Manager

Heather has worked in market research for over six years and has proven experience in panel and sample management.  Heather's experience includes consulting with research account executives regarding their sampling needs, providing pricing for potential projects, locating new sample sources, as well as all aspects of panel management needed to maintain healthy research panels.  Heather's strengths include maintaining positive relationships with both clients and members of our online panels, close attention to detail, the ability to manage multiple projects simultaneously, and using new sampling technology to streamline recruiting, all while maintaining budget and schedule control.


Contact Us
  • Address: 600 Ave H East,
    Arlington, TX 76011
  • Phone: (817) 649-5243
  • Email: [email protected]
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