RealityCheck: A Human Approach to Consumer Research & Insights
Jim White on RealityCheck’s unique approach to qualitative consumer research and insights.
8 Consumer Insights and Strategic Trends for 2017
Making bold predictions for the New Year is always tricky but our team of insight strategists at RealityCheck is always up for a challenge.It’s hard to make insight predictions in a vacuum. There are too many implications in the air after the US election and the drama of the transition period before Trump’s inauguration. How […]
A Journey Towards the Human Conscience: Finding Unique Human Insights
“Learning about the human being behind his or her consumer urges must be based upon respect for his or her individuality, cultural aspects, lifestyles, beliefs and passions.”This quote is from an article that I wrote 14 years ago when I left my career as a psychoanalist and started my journey into marketing research. At that […]
Consumidores: Todos somos Mas, quem somos?
Ser humano é ser múltiplo, muitas vezes volátil e, continuamente, em aperfeiçoamento.Ser humano é ser social, é ser político, é ser religioso, é ser ateu, é ser produtor, criador, é ser cidadão, é ser consumidor… Ser humano é uma condição e não um estado.Há séculos o ser humano vem sendo estudado em toda a sua […]
How Brand Marketers Can Develop a Human Insights Listening Culture
If a human insight falls in a consumer forest and nobody is listening…did it really happen?Simply put, listening for human insight that can help a brand make a difference in someone’s life is different than listening for consumer insight that comes out of someone’s experience with a product or a brand.As a marketing research and […]
Consumer Research and Insights: The 90/10 Rule
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 […]
Marketing Research Methods: Shhhh! Just Listen…
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 […]
Brands & American Mythology: Narrative Identity, Brand Identity, and the Construction of the American Self
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 […]
Focus Group Moderation: How Empathy Creates Surprise
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, […]
Why the Trump Brand Will Win in November
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 […]
