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 […]
Jim White, Co-founder and Human Insights Strategist at qualitative market research firm RealityCheck, shares five best practices for conducting online focus groups and IDIs.
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.
Whether you need a deep understanding of your consumer to inspire innovation, get your strategy or positioning right, or test advertising or new product concepts, how do you uncover the 10% you need to know, explain why it matters and what to do about it? Using the 90/10 rule, Jim White, Co-founder and Insights Strategist […]
Empathic Experiences: How Brand Teams Can Build More Human Relationships with their Consumers and Customers
Jim Chastain and Jim White, Founders and Human Insight Strategists at RealityCheck, on how brands can build more human relationships with their consumers and customers through empathic experiences.
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.