How We Do It

Innovative Qualitative Research Methods

Breaking down the barriers between marketers and consumers

More than just research, our proprietary methods are part science, part artful conversation. Our techniques break down the comfortable barriers that separate marketers and consumers and lead brand teams on a journey in which they feel as well as think.

Great brands help people resolve tensions in their lives and satisfy their unmet needs. Our proprietary methods reveal the identity tensions and need states that drive human behavior, including brand choice and loyalty.


Uses: Brand Positioning and Re-Positioning; Developing and Optimizing Messaging Platforms; Pipeline Innovation; Pre-Segmentation Hypotheses and Vocabulary; Post-Segmentation Portraits title=<h3>Identity Tension & Need State Analysis</h3>

Identity Tension & Need State Analysis

Great brands help people resolve tensions in their lives and satisfy their unmet needs. Our proprietary methods reveal the identity tensions and need states that drive human behavior, including brand choice and loyalty.

Uses: Brand Positioning and Re-Positioning; Developing and Optimizing Messaging Platforms; Pipeline Innovation; Pre-Segmentation Hypotheses and Vocabulary; Post-Segmentation Portraits

We believe it’s more important to ask respondents what an idea makes them “think of” instead of what they think of the idea. People think in stories.  Our proprietary Narrative approaches elicit the stories that reveal the deeper meanings, emotions, and non-conscious associations your concepts communicate.


Uses: Advertising, Packaging and Product Concept Optimization; Pipeline Innovation title=<h3>Narrative Advertising, Packaging & Concept Analysis</h3>

Narrative Advertising, Packaging & Concept Analysis

We believe it’s more important to ask respondents what an idea makes them “think of” instead of what they think of the idea. People think in stories. Our proprietary Narrative approaches elicit the stories that reveal the deeper meanings, emotions, and non-conscious associations your concepts communicate.

Uses: Advertising, Packaging and Product Concept Optimization; Pipeline Innovation

We believe the best shopping experiences are transformative. People are different during and after the experience than they were before. We also believe shopping and decision-making is driven largely by a need for simplification. Whether through online diaries or in-person ethnography, we use a variety of narrative and projective techniques to understand how people are transformed and simplification strategies are used wherever brand choice is happening.


Uses: Shopper Experience Exploration; Retail Environment Optimization; Category Management and Shelf Set Exploration; Decision Journey Mapping title=<h3>Decision Journey Analysis</h3>

Decision Journey Analysis

We believe the best shopping experiences are transformative. People are different during and after the experience than they were before. We also believe shopping and decision-making is driven largely by a need for simplification. Whether through online diaries or in-person ethnography, we use a variety of narrative and projective techniques to understand how people are transformed and simplification strategies are used wherever brand choice is happening.

Uses: Shopper Experience Exploration; Retail Environment Optimization; Category Management and Shelf Set Exploration; Decision Journey Mapping

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. We teach project teams how to listen differently – how to listen empathically. Psychologists call this listening with the “third ear.” We do this either as a stand alone or part of an insight project. This experiential training lays the foundation for listening to narrative and being able to hear human insight in a way that can transform an organization.


Uses: Brand Team Engagement; Advanced Moderator Training title=<h3>Empathic Listening Training</h3>

Empathic Listening Training

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. We teach project teams how to listen differently – how to listen empathically. Psychologists call this listening with the “third ear.” We do this either as a stand alone or part of an insight project. This experiential training lays the foundation for listening to narrative and being able to hear human insight in a way that can transform an organization.

Uses: Brand Team Engagement; Advanced Moderator Training

Our Segmentation Attunement™ Workshop is designed to augment qualitative fieldwork to create a deeper level of engagement between marketers and consumer segments. Our psychologists take project teams through a series of activities including Guided Imagery, Role Playing and Creative Collaboration with consumers that will transform how your team relates to the human beings that use your brand. 


Uses: Brand Team Engagement; Post-Segmentation Portraits title=<h3>Segmentation Attunement Workshop ™</h3>

Segmentation Attunement Workshop ™

Our Segmentation Attunement™ Workshop is designed to augment qualitative fieldwork to create a deeper level of engagement between marketers and consumer segments. Our psychologists take project teams through a series of activities including Guided Imagery, Role Playing and Creative Collaboration with consumers that will transform how your team relates to the human beings that use your brand.

Uses: Brand Team Engagement; Post-Segmentation Portraits

The Advantage of Being Human in a Consumer World

The RealityCheck Segmentation AttunementTM Workshop E-book

RealityCheck uses online qual technology to create engaging consumer studies