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Jim White


Founding Partner & Insights Strategist

My experience:

I have 20 years of experience in consumer insights, marketing and brand strategy. As an advocate of online qualitative research and analysis, I’ve been instrumental in the design and development of online research platforms and analytical approaches for RealityCheck.

I hold a doctorate from Northwestern University in Communications Studies and have taught courses in Communications Research Methods, the Psychology of Attitudes and Persuasion, Popular Culture and Brand Strategy.

Categories I’ve worked in:

  • Alcoholic beverages
  • Pet care
  • Healthcare and health insurance
  • Pharmaceuticals
  • Sporting goods
  • Quick service restaurants
  • Financial services

My approach:

I started my professional career as a newspaper reporter and in many ways I’ve never stopped thinking like a journalist. I still dig “to find the story.” I believe that good research, like good reporting, is about finding “the lead” – that single-most important insight – and conveying it in a simple yet compelling narrative.

What I’ve learned about consumers:

When it comes to brand choice, it’s more about emotion than cognition. People feel before they think.

What a client can expect from me:

Curiosity. Creativity. Clarity.

When I’m not doing research, I’m…

  • Hanging out with my wonderful wife and my two great sons
  • Playing or listening to music with my friends
  • Cheering for my Wildcats (Both kinds. I’m a Northwestern Wildcat and a University of Kentucky Wildcat!)