Brands & Narrative Identity: A New Way to Think About Brand Strategy
Jim White presents “Brands & Narrative Identity: A New Way to Think About Brand Strategy” at the 2017 IIeX Global Insights Conference.
Human Insights
Innovative Research Methods: How a Human Insights Approach Can Transform Routine Market Research
I used to have a boss in the market research business who would ask, “How do you get interesting insights?” To which he’d provide the answer “Ask interesting questions!”One way to guarantee interesting questions in market research is to stop pursuing Consumer Insights and start pursuing Human Insights.In recent blog posts, we’ve argued that Human […]
Consumer-Centric Marketing is Dead
By Jim WhiteI hear a lot of marketers these days say their companies are “consumer-centric.” I used to think this was a good thing. But I’ve changed my mind. Being consumer-centric is good. But it’s not good enough.To be a truly transformative brand — one that enjoys true loyalty, passionate advocacy and a premium price — […]
Market Research: Why Brands Should Stop Talking to Consumers and Start Listening to Humans
By Jim Chastain Let’s stop talking to consumers. I have and I don’t really plan to talk with them anymore. They haven’t done anything to make me upset. They haven’t purposely misled me. I just find them to be limiting and not representative of how they really make buying decisions. Sure they offer opinions. Yes […]
Qualitative Marketing Research: The Advantages of Being Human in a Consumer World
Jim Chastain and Jim White, Founding Partners at RealityCheck Consulting, on the advantages of understanding the human behind your consumer and how marketers can benefit.
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 […]
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 […]
