Qualitative Consumer Research: Using 90/10 Analysis to Help Brands Marketers Make Human Human Connections (video)
Jim Chastain, Founding Partner and Human Insights Strategist at RealityCheck Consulting, on the role of qualitative research in solving brand issues using the 90/10 Rule of Analysis.
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.
We don’t think of someone as “the person responsible for washing the dishes in the household” or “the primary decision maker when it comes to household finances.” We think of them as a person with a whole set of life experiences that have shaped their sense of self.