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

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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.

Market Research: Head and the Heart in Concept Optimization

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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 […]

Market Research Methods for Concept Testing & Optimization (video)

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Jim White, Human Insights Strategist and Co-Founder of market research firm RealityCheck, shares how to apply human insight methods to concept testing and optimization for consumer research. By revealing the language and imagery in your positioning, messaging or new product concepts that are most meaningful to people and have the most potential to express your brand’s […]

Our Market Research Insights Methods (video)

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Jim White, Human Insights Strategist and Co-Founder of market research firm RealityCheck, shares how to apply human insight methods in three areas: foundational learning for strategy development; concept testing and optimization; and customer experience insights or (CX). Together, these methods form a comprehensive program of learning and activation to inspire your strategic thinking, sharpen your concepts and elevate […]

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Concept Testing: What Respondents Say Can Be What They Really Mean

It is a widely-accepted belief in qualitative market research that you can’t trust what people tell you.  Insights into nonconscious motivations, System 1 and System 2 processing and the role of emotion in decision-making have caused most in the consumer insights business to question self-reported explanations of consumer behavior and decision-making. Nowhere is this more […]