marketing research

Realitycheck-Online-vs.-Face-to-Face-Qualitative

Online Qual vs. Face-to-Face: Why it is Time for Market Researchers to Go Online.

There’s a steady rise in social media. A spread of high-speed internet. And, almost everyone uses some form of digital communication. But in spite of all that, a study has shown that only 6% of all qualitative research was conducted online last year.
The use of social media is pervasive. There’s an almost universal penetration of high-speed internet. And almost all consumers have access to some form of digital communication. But in spite of all that, studies still show that only a small percentage of qualitative research projects are conducted online.

How to Apply Human Insights to Market Research

Advertising Analysis, Brand Positioning, Brands, Consumer Research, Customer Experience (CX), Human Insights, Narrative Identity

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 […]

Market Research: Why Brands Should Stop Talking to Consumers and Start Listening to Humans

Brands, Consumer Research, Human Insights

By Jim Chastain Let’s stop talking to consumers. I have and I don’t really plan to talk with them anymore. They haven’t done anything to make me upset. They haven’t purposely misled me. I just find them to be limiting and not representative of how they really make buying decisions. Sure they offer opinions. Yes […]

Qualitative Marketing Research: The Advantages of Being Human in a Consumer World

Consumer Research, Human Insights, Videos

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.

8 Consumer Insights and Strategic Trends for 2017

Consumer Research, Human 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 […]

A Journey Towards the Human Conscience: Finding Unique Human Insights

Consumer Psychology, Consumer Research, Human Insights

“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 that […]

Consumer Research and Insights: The 90/10 Rule

Brands, Consumer Research, Videos

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 […]

Marketing Research Methods: Shhhh! Just Listen…

Consumer Psychology, Consumer Research, Human Insights

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 […]

Market-Research-Trend-and-Predictions-for-2016

Market Research Trends & Predictions for 2016

Consumer Research

Jim Chastain Exploring the “Unfinished” You Our digital world is a place where we present ourselves the way others want to see us, but there is also another side to us that doesn’t get presented. This is a place marketers will want to spend more time exploring because it’s where we work on who we […]

Qualitative Research: A Different Approach to Focus Groups

Brands, Consumer Research, Human Insights

You’ve done qualitative research to get insights into your consumers. Maybe you went into their homes or you did focus groups to talk about what’s wrong with the category and what they wish for. You’ve got shopper insights that reveal how they act when they’re in the store. Your R&D department has even created products […]