Whether you need a deep understanding of your consumer to inspire innovation, get your strategy or positioning right, or test advertising or new product concepts, how do you uncover the 10% you need to know, explain why it matters and decide what to do about it? Using the 90/10 rule, Jim White, Co-founder and President […]
I’ve been doing market research for almost 30 years. And in that time, I’ve done countless qualitative research projects. I’ve moderated hundreds of focus groups, individual interviews and ethnographic studies. And I’ve conducted countless live streaming groups and interviews, especially over the last two years. I believe there’s nothing better than qualitative market research for […]
As a former journalist, I always try not to bury the lead. So here it is. Ninety percent of what is reported in most market research studies is already known. Real value comes from reporting the 10% your audience doesn’t know. Never is this more important than when you’re reporting to your senior leadership team. […]
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.
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.
Empathic Experiences: How Brand Teams Can Build More Human Relationships with their Consumers and Customers
Jim Chastain and Jim White, Founders and Human Insight Strategists at RealityCheck, on how brands can build more human relationships with their consumers and customers through empathic experiences.
Insights on what market researchers can learn from the 2020 Election Polls and how to apply these lessons to consumer research projects.
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, Founding Partner and Human Insights Strategist at qualitative market research firm company RealityCheck Consulting, on the role empathic listening and Attunement play in conducting market research for deeper consumer insights. RealityCheck Is More Than A Market Research Firm. We’re a global partnership of experienced creative facilitators, strategic conceptual analysts, and storytellers who believe […]