JIM CHASTAIN

Founding Partner, Qualitative Research Consultant

My experience:

I have 30+ years of experience in consumer insights, marketing and brand strategy and have worked in advertising agencies around the world and a wide range of Fortune 500 clients with an emphasis on consumer packaged goods. I started RealityCheck in 1996.

Over the years with RealityCheck, I have led several hundred marketing research projects, moderated thousands of focus groups and interviews, and helped develop innovative online tools that uncover deeper insight.   

Throughout all of these projects, I have relished the challenge of taking lots of data and insights and putting them into a story that helps clients move their business forward.  While moderating is important, it is my analytical skill that clients say sets me apart from others in the field.  

I hold a Bachelors Degree in Journalism from the University of Kansas.

Categories I’ve worked in:

  • Pet Care
  • Beer, Spirits
  • Frozen/Refrigerated Foods
  • Ice Cream, Yogurt
  • Confectionary
  • Bottled Tea, Soft Drinks 
  • Fashion
  • Retail
  • Healthcare and Health Insurance
  • Pharmaceuticals
  • Small Business Services
  • Casual Dining Restaurants
  • Automotive Accessories and Services

My approach:

I connect with and understand respondents on a human level through a combination of humor and creative projective techniques that get them to tell us their deepest beliefs and motivations.  Then I analyze what they tell us  and turn it into a compelling story that moves a client’s business forward.  Pretty simple, huh?

The best insight I ever uncovered:

There were two commercials for the same cereal brand that had the exact same quant test scores yet when one went on air the business went up and when the other went on air it didn’t.  They had struggled with this for months through various testing processes.  After a day of inventive IDI’s, I was able to tell the client why. (Must call for the full answer). 

What I’ve learned about consumers: 

They are actual, real humans who simply want to live a better life. 

What a client can expect from me:

Creative approaches.  I find humor in almost anything. A thinking partner.  A clear path forward. 

When I’m not doing research, I’m…

Enjoying empty nester life with my wife.

Visiting my kids in New York and the Pacific NW.

Pushing my limits in some endurance sport… mainly riding my road bike up mountain passes in CO, trail running or hiking…enjoying snow skiing (downhill and Nordic).

Cheering for my two favorite teams – the STL Cardinals and the Kansas Jayhawks.