Clients and agencies already know 90% of what’s reported to them from most focus groups and marketing research studies. At RealityCheck Consulting, we focus 90% of our efforts analyzing the 10% they don’t know. It’s the 10% that can lead to deeper consumer insights and bigger opportunities. Watch the video and let us know what […]
As a practicing clinical psychologist/psychoanalyst in the world of marketing research, I’ve come to realize that I listen differently from most consumer insights researchers. As a therapist, I listen on several levels at once and monitor my own thoughts, feelings, and memories. I observe body language, both that of the speaker and my own. I […]
Over the last several months I’ve presented at a few major consumer research and insights conferences on the topic of Narrative Identity and how brands can play a role in our life stories.Here is a 15-minute video from the iiEX conference in Atlanta titled “Brands & American Mythology: Narrative Identity, Brand Identity, and the Construction […]
It’s hard not to think you know everything. I find this to be true in most realms, (ask my husband), but especially in the world of market research.Many of my clients have been working in the same category or industry for years, and have almost heard it all. They’ve sat through hundreds of focus groups, […]
As someone who has been working on brands for 20 years, I think Donald Trump will win the presidency in November. Why? He’s built a better brand than Hillary Clinton. Love him or hate him, brand marketers can learn a lot from Trump’s campaign. Here are 4 important lessons. The Trump brand has created a […]
I’ve just read a piece in the New York Times framed around the premise that the Individual has prevailed over the Corporation when it comes to office dress code. While this may seem mundane and common knowledge, I think it’s an interesting marker of where we are on the journey of individualizing our world. The […]
Humans are people just like you and me. They’re complicated, multi-faceted and full of contradictions. They have a life. They don’t always analyze all their options when they buy things and they don’t care about stuff you may think they should care about.“Consumer” is an outdated concept. It’s too simplistic. It refers to those who […]
If they a made a movie about your consumer, what role would your brand play? Hero? Trusted sidekick? Mentor? Villain? Would your brand even have a speaking part? Or would it be an extra? You know, “Man in crowd #3 played by your brand”. We all have life stories that we create and tell ourselves […]
Doesn’t it seem the way we marketers talk to consumers in focus groups can sometimes feel unreal? We do all the asking; they do all the answering. We presume the category is something that matters to them. We act like they’re the experts. We call them “respondents” as if they’re answering robots. You can probably […]
Sure, sure. I know Freud is dead. American psychoanalysis had its 100th birthday last year and Sigmund Freud died back in 1938. The trend in contemporary psychology has been away from anything that has its roots in psychoanalysis. Hardly anyone mentions anymore the three classic parts of the mind posited by Freud: Id, Ego, and […]
