Jim White, Human Insights Strategist at Market Research firm RealityCheck, on the difference between Human Experience Insights and Consumer Experience Insights for qualitative market research.
RealityCheck Is More Than A Market Research Firm.
We’re a global partnership of experienced creative facilitators, strategic conceptual analysts, and storytellers who believe in the power of human insight to make marketing better. Our insight strategists come from different backgrounds including journalism, advertising, brand marketing, psychology, and yes, market research. This diversity and experience allows us to provide the kind of insightful clarity and strategic direction that can transform a brand and a business.
We Help Brands Make Human Connections.
Consumers don’t buy brands. People do. Before we can make human connections with people, we have to talk to the human part of them. By talking and listening to “consumers” as “real people,” we get them to open up, share deeper insights and reveal bigger opportunities.
How Are Human Insights Different Than Consumer Insights?
Human insights are distinct from consumer insights. The human insight process involves the whole person and recognizes their life experience as the biggest influence in how they make decisions about brands.