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.
Agile. Agile. Agile. This is a word frequently spoken by insight professionals and marketers these days. They usually only say it once but it has become the “location” of our lexicon. And the need for it is real. Faster to market. No time. Less budget. Research that is quickly and clearly actionable. Companies and brands are getting squeezed and new ways of gaining insights more quickly are entering the market every day.
Jim White, Founding Partner and Human Insights Strategist at qualitative market research firm company RealityCheck Consulting, on the role empathic listening and Attunement play in conducting market research for deeper consumer insights. RealityCheck Is More Than A Market Research Firm. We’re a global partnership of experienced creative facilitators, strategic conceptual analysts, and storytellers who believe […]
Jim White, Human Insights Strategist at Market Research firm RealityCheck, on the advantages of using Online Qual for agile consumer and B2B research studies. RealityCheck Is More Than A Market Research Firm. We’re a global partnership of experienced creative facilitators, strategic conceptual analysts, and storytellers who believe in the power of human insight to make […]
