RealityCheck: A Human Approach to Consumer Research & Insights
Jim White on RealityCheck’s unique approach to qualitative consumer research and insights.
Consumer Research
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 […]
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 […]
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, […]
Consumer Insights: Death of the Consumer
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 […]
Focus Group Techniques: Let’s Bring Human Conversation to Qualitative Consumer Research
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 […]
Market Research Trends & Predictions for 2016
Jim Chastain Exploring the “Unfinished” You Our digital world is a place where we present ourselves the way others want to see us, but there is also another side to us that doesn’t get presented. This is a place marketers will want to spend more time exploring because it’s where we work on who we […]
