Quantitative market researchers have never had qualms about using the latest technology to enhance the speed, efficiency and depth of insights in data collection and analysis. But for some reason, technology is still a dirty word among many qualitative folks. That’s because many qualitative researchers believe that technology is a barrier, rather than a pathway, […]
These days, insights professionals have unprecedented access to data about their customers. Most major brand marketers have communities, work with social media listening partners, monitor CX and subscribe to syndicated research on their categories. This is all in addition to the tracking studies and custom research that gets done. All of this means a […]
Jim White on RealityCheck’s unique approach to qualitative consumer research and insights.
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. How […]
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 research and […]
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 […]
