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.
If a human insight falls in a consumer forest and nobody is listening…did it really happen? Simply put, listening for human insight that can help a brand make a difference in someone’s life is different than listening for consumer insight that comes out of someone’s experience with a product or a brand. As a marketing […]
As a practicing clinical psychologist/psychoanalyst in the world of marketing research, I’ve come to realize that I listen differently from most consumer insights researchers. As a therapist, I listen on several levels at once and monitor my own thoughts, feelings, and memories. I observe body language, both that of the speaker and my own. I […]
It’s hard not to think you know everything. I find this to be true in most realms, (ask my husband), but especially in the world of market research. Many of my clients have been working in the same category or industry for years, and have almost heard it all. They’ve sat through hundreds of focus […]
If you’ve ever been in the back room observing consumer research focus group discussions or individual interviews you’re familiar with the scene: laptops open, everyone typing or writing. And we won’t even mention the email they’re replying to and conversations they’re having. Are they paying attention to what’s going on out there? Maybe. But even […]
It’s one thing to understand your consumer segments on a cognitive level. It’s something entirely different to understand them on an empathic level. Our Segmentation Attunement Experience is designed to create a deeper level of engagement between marketers and consumer segments.