Qualitative Research E-Books from RealityCheck
The Advantage of Being Human in a Consumer World
by Jim Chastain & Jim White
Talking to the human in marketing research is good for business but many marketers and brand insight people see understanding the human as a “nice to have” in a world of much more pressing research needs. It’s time for a reality check. The e-books proposes human understanding as a “must-have” in today’s new realities, and why we need to reassess how we do ALL of our qualitative insight work, be it a big strategy or positioning project or all the things we do on a regular basis. Read why now…
Brands as Character Actors
How Brands Play Roles in Our Life Stories
By Jim White PhD, Founding Partner of RealityCheck Inc
When we conduct marketing research, we spend most of the time asking people in one way or another to tell us about our brands. We track their buying habits, we explore the emotional benefits our brands create for them, and we explore brand perceptions, meanings and motivations. Rarely, if ever, do we step back and try to understand the larger, life stories our consumers are trying to write for themselves.
The RealityCheck Segmentation AttunementTM Experience: An Empathic Journey for Brands
by Jim White, PhD., Saul Hopper, PhD., and Tom Stone, PhD.
It’s one thing to understand your consumer segments on a cognitive level. It’s something entirely different to understand them on an empathic level. Our Segmentation AttunementTM Experience is designed to create a deeper level of engagement between marketers and consumer segments. The result is a transformative post-segmentation immersion for your brand team that will leave you with a more personal, empathetic understanding of your segments. Read why now…