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OUR STORY

Full-service consumer research for strategic clarity.

RealityCheck is a team of experienced insight strategists, conceptual analysts, technology evangelists and data storytellers. We work with Fortune 1000 brands, ranging from Packaged Goods and Technology to Healthcare and Financial Services, to light the way forward for their brands.

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, we find the 10% you need to know, explain why it matters and help you decide what to do about it.

The 90/10 Rule: A More Insightful Approach

Ninety percent of what is reported in most market research studies is already known. The 90/10 Rule is simple. It means focusing 90 percent of our efforts on the 10 percent you and your stakeholders don’t know. Because it’s the 10 percent that leads to deeper insights and bigger opportunities.

Insight professionals have unprecedented access to data about their customers. The problem these days is making sense of it all. Finding the story in the data.

Our insight strategists live by the 90/10 Rule. We do that through a process called Insights Journalism™. Our company was started by a couple of former journalists. So we know a bit about finding the single, most important new information and reporting it in compelling stories.


So, whether it’s qual, quant or hybrid, immersive or agile, we set out to “get the story” and lead with the most important, new information you need to know. That’s the 10%.

90/10 Market Research Analysis

Our Team