Consumer Research |

RealityCheck-Storry_telling_A_Window_into_consumer_Decesions_beliefP_and_Behaviors

June 2 2020

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

JWHITE Consumer Psychology, Consumer Research, Human Insights, Narrative Identity, Storytelling 0

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.

RC-EthnographicResearchinaSociallyDistancedWorld-Girl-with-phone

May 14 2020

Mobile Ethnographic Research in a Socially Distanced World

Jim Chastain Consumer Research, Methods, Online Qual Digital Ethnography 0

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.

realitycheck_online_qualitative_research_activity

May 4 2020

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

JWHITE Concept Testing, Consumer Research, Methods, Online Qual 0

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.

April 5 2020

CX Talks: Shifting from CX to HX to Align Brand Experience with Human Experiences

JWHITE Consumer Research, Customer Experience (CX), User Experience, Videos 0

Realitycheck-Online-vs.-Face-to-Face-Qualitative

March 16 2020

Online Qual vs. Face-to-Face: Why it is Time for Market Researchers to Go Online.

JWHITE Consumer Research, Online Qual consumer insights, marketing research, online qual, qualitative research 0

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.