If you work in Consumer Insights, you probably hear the word human a lot these days. Everybody seems to be talking about human insights. Whether this trend is driven by a backlash to the sterile, uninspiring nature of big data or a desire to get team members to connect more directly with consumers, we think […]
In a recent blog post, I wrote about the concept of Narrative Identity and what it means for brands. (You can read that blog post here.) In short, Narrative Identity is the life story we tell ourselves to give our lives a sense of coherence and purpose. We are all creators of our own myths […]
Jim White presents “Brands & Narrative Identity: A New Way to Think About Brand Strategy” at the 2017 IIeX Global Insights Conference.
Jim White presents “Brands & American Mythology: Narrative Identity, Brand Identity & the American Self” at the IIeX Global Insights Conference.
Jim Chastain and Jim White, Founding Partners at RealityCheck Consulting, on the advantages of understanding the human behind your consumer and how marketers can benefit.
Making bold predictions for the New Year is always tricky but our team of insight strategists at RealityCheck is always up for a challenge. It’s hard to make insight predictions in a vacuum. There are too many implications in the air after the US election and the drama of the transition period before Trump’s inauguration. […]
“Learning about the human being behind his or her consumer urges must be based upon respect for his or her individuality, cultural aspects, lifestyles, beliefs and passions.” This quote is from an article that I wrote 14 years ago when I left my career as a psychoanalist and started my journey into marketing research. At […]
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 […]
Clients and agencies already know 90% of what’s reported to them from most focus groups and marketing research studies. At RealityCheck Consulting, we focus 90% of our efforts analyzing the 10% they don’t know. It’s the 10% that can lead to deeper consumer insights and bigger opportunities. Watch the video and let us know what […]