Jim White
About Jim White
Posts by Jim White:
AI Can Write for You. But Can It Teach You to Write?
By Jim White Years ago, I met two guys who ran a successful retail design agency. They had written a book about their field and were using it, very effectively, to market their business. At the time, I wanted to write a book for RealityCheck, so I asked them the obvious question: “How did you […]
I’ve Moderated Research for 25 Years. Then I Went Head-to-Head With AI.
What a real human-versus-AI moderation comparison revealed about qualitative research, emotional depth and the value of a human interview. By Jim White I’ve spent most of my adult life asking people questions. I began as a newspaper reporter, interviewing sources every day. Then I became a market research moderator. Over the past 25 years, I’ve […]
Why Every Brand Wants to Own Health
Walk through almost any grocery store today and you’ll notice something interesting. Protein has found its way into cereal, chips, yogurt and coffee. Beverages promise hydration, gut health and cognitive support. Beauty brands increasingly talk about wellness from the inside out. Alcohol brands emphasize lower calories, active lifestyles and moderation. Personal care products promise healthier […]
Authenticity, Change and the Stories Brands Tell
Consumers say they want authentic brands. Marketers do, too. Few concepts appear more frequently in brand strategy discussions than authenticity. When a brand loses relevance, marketers often worry that it has drifted from its roots. When a company considers entering a new market, targeting a new audience or updating its positioning, someone inevitably asks whether […]
Narrative Power and the Future of Brand Equity
Brand equity is often measured through awareness, trust and differentiation—but something deeper is at work. Drawing on research in self-discrepancy, compensatory consumption and self-brand connection, this webinar explores Narrative Power: the role brands play in who people are and who they want to become—and why that matters more than ever in today’s marketplace.
Narrative Power: Brands, Identity, and the Stories We Tell Ourselves
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 […]
Narrametric Analysis™: A Strategic Reset for Brands at a Crossroads
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 […]
How AI Can Help Market Researchers Apply Social Theory to Business Challenges
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 […]
Two Principles for Innovation in Market Research (And How AI Can Help)
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 […]
