Jim White presents “Brands & Narrative Identity: A New Way to Think About Brand Strategy” at the 2017 IIeX Global Insights Conference.
- Consumer Psychology
- Consumer Research
- Emotional Listening
- Human Insights
- Narrative Identity
- Online Qual
- User Experience
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 […]
If a human insight falls in a consumer forest and nobody is listening…did it really happen? Simply put, listening for human insight that can help a brand make a difference in someone’s life is different than listening for consumer insight that comes out of someone’s experience with a product or a brand. As a marketing […]
Clients and agencies already know 90% of what’s reported to them from most focus groups and marketing research studies. At RealityCheck Consulting, we focus 90% of our efforts analyzing the 10% they don’t know. It’s the 10% that can lead to deeper consumer insights and bigger opportunities. Watch the video and let us know what […]
In a recent blog post, I wrote about the concept of Narrative Identity and what it means for brands. (You can read that blog post here.) In short, Narrative Identity is the life story we tell ourselves to give our lives a sense of coherence and purpose. We are all creators of our own myths […]
Humans are people just like you and me. They’re complicated, multi-faceted and full of contradictions. They have a life. They don’t always analyze all their options when they buy things and they don’t care about stuff you may think they should care about. “Consumer” is an outdated concept. It’s too simplistic. It refers to those […]