Jim White, Human Insights Strategist at RealityCheck (link to home page), on what market research projects make the most sense to do in the Covid moment and which projects you might want to put a hold on.
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.
For many, the first thing that comes to mind when they think of ethnographic research is an anthropologist deeply immersed in the environment of other people and cultures.
In market research, ethnography has meant researchers entering the homes, businesses and shopping environments of people to see firsthand how they live, work, shop and buy.
Jim White is the co-founder of qualitative market research firm RealityCheck. Jim has more than 20 years of experience in consumer insights, marketing and strategy working for Fortune 500 brands. As an advocate of online qualitative research and analysis, he has been instrumental in the design and development of online research platforms and analytical approaches for RealityCheck.
Based on conducting hundreds of online qual studies, this is his take on using insights technology for both consumer and B2B market research studies.
Jim White, a founding partner of insights and strategy consulting company RealityCheck, and Ray Fischer, CEO of insights technology platform Aha!, discuss several best practices they’ve learned over 15 years of conducting online qualitative research.