Insights on what market researchers can learn from the 2020 Election Polls and how to apply these lessons to consumer research projects.
Jim White, Co-founder and Human Insights Strategist at qualitative market research firm RealityCheck, shares five best practices for conducting online focus groups and IDIs.
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 […]
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.
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.