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.
Insights on what market researchers can learn from the 2020 Election Polls and how to apply these lessons to consumer research projects.
Jim White, Co-Founder and Insights Strategist of RealityCheck Consulting, is joined by Paula Kramer, VP at Aha! Insights Technology, and Ilana Borzak, Senior Strategist at RealityCheck, to share best practices for qualitative Agile Research for consumer insights.
Marketers already know 90% of what’s reported in marketing research studies. We focus on the 10% they don’t know. It’s the 10% that leads to deeper insights and bigger opportunities. We call that the 90/10 rule. And it’s why we focus 90% of our efforts on what the 10% our clients don’t already know. Our […]
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.
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, 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.
At RealityCheck, we’ve been doing online qualitative research for 15 years. We built our first online platform in 2005 and have since run hundreds of studies with thousands of respondents for Fortune 500 brands.
As more and more brands take their qualitative research online over the next few months, we thought it was a good time to share some things we’ve learned about the right way to do online qualitative to generate deep insights.
Here are three pieces of advice for brand insights managers and directors for conducting successful online qual projects…
There’s a steady rise in social media. A spread of high-speed internet. And, almost everyone uses some form of digital communication. But in spite of all that, a study has shown that only 6% of all qualitative research was conducted online last year.
The use of social media is pervasive. There’s an almost universal penetration of high-speed internet. And almost all consumers have access to some form of digital communication. But in spite of all that, studies still show that only a small percentage of qualitative research projects are conducted online.