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About DSG - Our Leadership & History
The ABOUT DSG ASSOCIATES
More Than Four Decades of Trusted Market Research & Field Services
For more than 40 years, DSG Associates has helped businesses make informed decisions through reliable mystery shopping, field audits, customer research, and performance measurement programs. Since our founding in 1981, we have remained committed to one simple goal—providing accurate, dependable data that organizations can trust to improve customer experiences, strengthen operations, and protect their brands.
Our Story
Founded in 1981 by Donna S. Guido, DSG Associates began as a communications and consulting company dedicated to helping organizations improve employee performance and customer satisfaction.
In 1983, DSG developed an innovative employee performance and motivation program for retail businesses based on the principles of Total Quality Management (TQM). Mystery shopping became the primary measurement tool, allowing businesses to evaluate customer interactions objectively while identifying opportunities for improvement.
One of DSG's earliest major projects supported an incentive program for more than 1,200 Taco Bell® restaurants. While managing this large-scale initiative, we recognized that existing mystery shopping providers could not consistently deliver the quality, speed, or nationwide coverage our clients required.
Rather than accept industry limitations, DSG built its own proven processes and directly managed an extensive network of professional field representatives. This commitment to quality became the foundation of the company we are today.
Why Choose DSG
40+ Years Serving Businesses
Nationwide Field Coverage
Customized Research Solutions
Fast Turnaround
Trusted by Businesses Across Multiple Industries
Dedicated Support
Knowledge, Experience and Resources at Your Service
Headquartered in Van Nuys, California, DSG has become a trusted leader in market research throughout the United States, Canada, and Puerto Rico.
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Testimonials
Cornerstone Education Group has only been a client of DSG for a few months. In that short period of time they have helped us uncover opportunities in our training process as well as giving us direct customer insight, rather than assuming the customer’s perspective. Jennifer, the account manager for our project, is very knowledgeable and more than willing to help. I greatly value the partnership we have developed with MSS.Josh BrittonCornerstone Education Group
Carolina Bank can't fix a problem, if we don't know one exists. Mystery Shopper Services help us know what we don't know. We want our employees to explain mobile banking benefits, how to utilize the features effectively, and generally walk them through the process. We use Mystery Shopper Services data to coach to that type of service.Phil SizemoreSenior Vice PresidentCarolina Bank
We’ve been utilizing Mystery Shopper Services for a number of years and have them to be a great partner. The feedback has been valuable in providing genuine feedback on our Call Center and Consultation experience. When we do have questions, the team at Mystery Shopper Services is quick to respond.MelissaHair Club for Men and Women
It was a pleasure having Mystery Shopper Services organize our mystery shops. We learned a lot from the mystery shops and they were responsive to any questions that we had through out the process. I plan on doing mystery shops regularly with Mystery Shopper Services. This was our first time doing anything like this and it is a valuable tool for training and growth. Thank you!Shana del CastilloGrowing Room Child Development
Utilizing a mystery shop program has allowed us to measure successes and offer detailed feedback on how to improve our skills. The staff at Mystery Shopper Services is also top notch. I am consistently impressed by their proactive communication, quick responses, and attention to detail. Thank you!Jami SpearsTraining and Improvement SpecialistWilco
The team at Mystery Shopper Services has completely updated our mystery shopping services. The online portal makes it easy for our entire team to view the responses real time. The DSG team is extremely helpful in making any changes to the criteria for the shops. The cherry on top is the ease of coordinating the shops. From start to finish, Mystery Shopper Services make it easy and better yet, the information is useful.Jessica RabeBoot Hill Casino
Let's Build a Research Program That Fits Your Business
Every organization has unique goals, which is why DSG Associates offers customized mystery shopping, auditing, and customer experience solutions tailored to your specific needs. Complete one of the request forms below, and our team will work with you to develop a program that delivers the insights your business needs to improve performance and customer satisfaction.
Prefer to speak with us directly? Call (800) 462-8765 and let's discuss how DSG Associates can help your organization succeed.
