Market Research Trends and Insights | RealityCheck

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Market Research Strategies for Brand Insights Teams: Using Technology to Dig Deeper

Concept Testing, Consumer Research, Methods, Online Qual

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.

What Consumer Insights Can Learn from the New Age of Journalism

Agile Research, Consumer Research, Storytelling

There’s some pretty exciting stuff happening in the world of journalism these days and we in the consumer insights business should take note. A lot has changed in journalism since I worked as a newspaper reporter in the ‘90s. The industry still struggles to remake itself for the digital age. It faces challenges in […]

Reality Check 4-Lessons-from-a-Journalist-Turned-Market-Researcher

Consumer Research Methods: 4 Lessons from a Journalist Turned Market Researcher

Consumer Research, Feature, Storytelling

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 […]

Qualitative Research: 5 Tips for Online Focus Groups & IDIs

Brand Positioning, Concept Testing, Customer Experience (CX), Methods, Online Qual

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.

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Qualitative Research: Storytelling as a Window into Consumer Decisions, Beliefs and Behaviors

Consumer Psychology

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.

reality-check-market-data Uncovering the ten percent

Uncovering the 10%: How to Find What Matters Most in Your Market Research Data

Consumer Research

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

Emotional Listening, Methods

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.

Market Research Trends: What Brand Insights Leaders Are Saying

Agile Research, Brands, Feature, Online Qual

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.

What Market Researchers Can Learn from the 2020 Election Polls: Ask the Right Questions

Consumer Research, Methods, Videos

Insights on what market researchers can learn from the 2020 Election Polls and how to apply these lessons to consumer research projects.

Best Practices: How To Do Qualitative Agile Research Right

Agile Research, Consumer Research, Videos

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.