We uncover the 10% you need to know
What’s the 10%? It’s the signal in the noise. It’s the “lead.” It’s the most important new consumer insights that will move your business forward.
Ninety percent of what gets reported in most market research studies is already known. We spend 90% of our efforts uncovering the 10% you don’t know.
RealityCheck is more than a full-service market research firm.
We’re a team of experienced insight strategists, conceptual analysts, technology evangelists and data storytellers. We’ll work with you to find the new information you need to know, explain why it matters and help you decide what to do about it. Our full-service market research approach delivers meaningful insights that light the way forward for inspired strategy, product innovation, positioning and concepts.
What We Do
Deep explorations into the identity, beliefs, emotions and tensions that motivate human beings in their lives to help bring your marketing strategy to life.
Test & Enhance Concepts
Uncovering what is most meaningful and motivating about your messaging, advertising, packaging and new product concepts.
Engage & Track
Consumer Experiences (CX)
Mapping decision journeys, understanding shopper experiences and exploring how people use your brand in the context of their daily lives.
How We Turn Data into Actionable Insights
As a former journalist, I always try not to bury the lead. So here it is. Ninety percent of what is reported in most market research studies is already known. Real value comes from reporting the 10% your audience doesn’t know. Never is this more important than when you’re reporting to your senior leadership team. […]
Quantitative market researchers have never had qualms about using the latest technology to enhance the speed, efficiency and depth of insights in data collection and analysis. But for some reason, technology is still a dirty word among many qualitative folks. That’s because many qualitative researchers believe that technology is a barrier, rather than a pathway, […]
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 — […]
These days, insights professionals have unprecedented access to data about their customers. Most major brand marketers have communities, work with social media listening partners, monitor CX and subscribe to syndicated research on their categories. This is all in addition to the tracking studies and custom research that gets done. All of this means a […]
It’s been well-established that much of human decision making is quick, nonconscious and driven by emotion.
Influential books like Malcolm Gladwell’s “Blink” and Daniel Kahneman’s “Thinking Fast and Slow” have popularized this understanding of how humans think.
For consumer insights folks, researching this process is challenging. Some methods attempt to tap what Kahneman calls the “System 1 mode of thinking,” but it is questionable whether these methods actually measure nonconscious processes. And what’s more, these methods fall short of providing the kind of rich, human insights that inspire brand teams.
Last year saw dramatic shifts in the world of consumer insights and market research. With face-to-face research such as focus groups and ethnography shut down, marketers shifted to online platforms and streaming services for many projects, and postponed others indefinitely.