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Starting Your Research the Right Way – With the Right Question In Brief Before starting any research project there is one deceptively simple question that makes all the difference: “What decision will this research help you make?” This foundational question brings clarity to your objectives, sharpens your methods, and ensures the results drive action rather than […]
In Brief Research briefs often focus on what a client wants to learn rather than the decisions they need to make. They often focus on validation — did people like it or not? But the most powerful insights come from questions that are rooted in the decisions clients need to make and the actions they […]
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When I was in college at the University of Kentucky, I drank a lot of cheap beer. Like many undergrads, I didn’t think much about what I was drinking—only that it was cold and affordable. But one summer, that changed. I was twenty years old, working as a news intern at the Knoxville News-Sentinel—my first […]
In Brief In a world obsessed with speed and rapid “insights,” slowing down may feel counterintuitive. But thinking more intentionally—especially at the start—leads to smarter questions, better methods, and stronger stakeholder impact. This isn’t about ritual optimism; it’s about practical clarity. Purposeful pauses can be your research superpower. The Pressure to Move Fast “We need […]
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For more than two decades, brand insights teams have turned to RealityCheck when they need fresh answers—when standard methods fail to provide fresh insights, the deeper drivers of consumer behavior remain elusive, or when teams are simply looking for new inspiration. These are the moments when brands start to feel disconnected. When consumers drift, the […]
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In Brief AI can synthesize text, surface patterns, and even simulate language with remarkable fluency — but it can’t feel. In a world where generative tools are everywhere, it’s tempting to offload insight work to machines. But real understanding — the kind that changes how a brand sees its audience — still requires something uniquely […]
We like to think of market research as a rational process. We design a study, field the data, run the analysis, and deliver the insight. Straight lines and clear outcomes. But if you’ve spent time on the inside of a project—whether as a client, researcher, or agency partner—you know that’s not how it feels. Even […]
In Brief Ethnography is a powerful method for understanding consumers in context—by observing their real lives rather than relying solely on what they say. While surveys and analytics show you the what, ethnography reveals the why. It uncovers unspoken needs, cultural cues, and innovation opportunities that drive meaningful strategy. What is Ethnography? It starts with […]
The Importance of Theory in Research When I was a grad student working on my doctoral dissertation on news media coverage of electoral politics, one of my professors pressed me to clarify the theory of democracy underlying my analysis. My research examined how news organizations shaped public discourse about elections, but she wanted me to […]
What do a legendary ad man, a Grammy-winning music producer, and a Nobel Prize-winning psychologist have in common? They all know the keys to innovation in market research. Our clients describe us as an innovative market research company. They come to us for custom studies to answer complex questions. Recently, I was asked, “How exactly […]
