By Jim Chastain & Jim White Let’s stop talking to consumers. I have and I don’t really plan to talk with them anymore. They haven’t done anything to make me upset. They haven’t purposely misled me. I just find them to be limiting and not representative of how they really make buying decisions. Sure they […]
Jim Chastain and Jim White, Founding Partners at RealityCheck consulting, on the advantages of understanding the human behind your consumer and how marketers can benefit.
Jim White on RealityCheck’s unique approach to qualitative consumer research and insights.
Making bold predictions for the New Year is always tricky but our team of insight strategists at RealityCheck is always up for a challenge. It’s hard to make insight predictions in a vacuum. There are too many implications in the air after the US election and the drama of the transition period before Trump’s inauguration. […]
“Learning about the human being behind his or her consumer urges must be based upon respect for his or her individuality, cultural aspects, lifestyles, beliefs and passions.” This quote is from an article that I wrote 14 years ago when I left my career as a psychoanalist and started my journey into marketing research. At […]