Consumer Research and Insights: The 90/10 Rule

DAVID F HARRIS
President, Insight & Measurement, LLC
Quantitative Partner

My experience:

I grew up on the corporate side designing and integrating qualitative and quantitative research with secondary data to support decision-making. I was fortunate to have learned from some of the best researchers and consultants in the business. This experience gave me excellent perspective on all stages of product life-cycle development. It inspired me to write the book, “The Complete Guide to Writing Questionnaires: How to Get Better Information for Better Decisions.”

Categories I’ve worked in:

Healthcare
Pharmaceuticals
Medical Devices
Aesthetics
Automobile Insurance and Services
Skincare
Organic Foods
Health Insurance
Charitable Giving
Voting

My approach to marketing research:

I start with helping clients clearly define decisions that will be made when the research is completed. Only then do we know what information to collect, and what study type(s) will get the information needed.

The best insight I ever uncovered:

Most surveys get biased and inaccurate information. The big insight is that we must learn the science and art of questionnaire design, do qualitative research first, and test and refine surveys if we want accurate information and sound decisions for our brands.

What I’ve learned about consumers:

The key to getting depth and insights from consumers is really listening and genuinely caring about each person. People can sense it a mile away if you are not really with them and if you are more focused on yourself and the report you are going to write.

What a client can expect from me::

Hard work, good science, and creativity.

When I’m not doing research, I’m…

I have the continuous learner gene, so I read a lot, mostly nonfiction, listen to podcasts, and watch documentaries. I like to figure things out, which is why I love to write. Years ago I cooked professionally and still love to play in the kitchen. I love humor and the way it abruptly forces us to see and feel truths. My favorite activity is good conversation. I learned that from my mom who used to say, “Every person is interesting if you just ask them the right questions.”

BROOKE EDGE
Senior Insight Strategist

My approach:

I bring a special blend of journalism, academics, and market research to bear on each project, enjoying the challenge of combining interpersonal communication with cultural and communication theory. To me, this allows for not only the revelation of human insights but also their effective application.

Categories

Digital Services (Google)
Consumer Services (California Closets)
Finance (Republic Bank, First Republic Bank)
Healthcare (Anthem)
Consumer Goods (Brown-Forman, Hershey)
Transport (Cummins)
Nonprofits (AARP, Whitney/Strong, Higher Ground USA)

What I’ve learned:

People love to talk about what’s important to them. Sometimes it takes the right prompting, but little feels better than realizing someone’s guard has dropped and they’re sharing their valuable experiences and opinions with a former stranger.

What a client can expect:

Rigorous research design, with approachable execution.

When I’m not doing research:

I’m with two very active and entertaining kids, taking some time to myself on a walk, or trying to keep up with the latest great television.

TAMARA CURTIS
Field Director

My experience:

I have over 20 years of experience in Qualitative Market Research managing projects across various methodologies and industries. Prior to joining the RealityCheck team, I was former president of Fieldwork New York, a market research focus group facility where I facilitated focus groups and managed an in-house recruiting room and permissioned database.

Categories I’ve worked in:

Consumer Products
Pharma / Healthcare
B2B / B2C
Automotive
Food and Beverage
Financial Services
Retail
Technology
Beauty / Personal Care

My approach to fieldwork research:

I am passionate about market research and my role in field management. I feel that it is important to build trusting relationships and create partnerships working towards a common goal and ensuring flawless research.

The best insight I ever uncovered:

When someone shows you who they are, believe them.

What I’ve learned from working in the field:

To be proactive and always be prepared for the unexpected.

What a client can expect from me:

Keen attention to detail and a constant, positive” can do” attitude!

When I’m not doing research, I’m

Enjoying time with family and taking long walks with my Cane Corso, Dezel or off visiting my daughter who is away at college.

MARY BAYLES
Finance Director

My experience:

I have 30 years of experience running business operations for both privately-held and publicly-traded companies. My management skills were developed through hands-on roles in customer service, product development and support, financial accounting, human resources, purchasing and project management.

Categories I’ve worked in:

Financial services
Software development
International trade
Home furnishings
Retail
Manufacturing and distribution
Consumer marketing research
Residential real estate

What I’ve learned about consumers:

Everyone wants to be got—no one wants to be had.

My approach to business management:

Treat the business as if it’s my own and give it the care and structure it needs in order to run smoothly and successfully. Change is inevitable—plan accordingly.

When I’m not working. . .

I’m an avid reader, film junkie, and all-around foodie. I volunteer as an ESL tutor and get away when I can to spend time with my far-flung family.

TOM STONE, PhD.
Consumer Research Psychologist

My experience:

I am a clinical psychologist who has over thirty years of experience offering mental health services to individuals and families. I have this experience and further training in organizational psychology and applying clinical and group psychology applications in the workplace. Over these many years, I have facilitated and led numerous projects with a focus on program development, change management, leadership development, and strategic planning.

My approach to marketing research:

I approach every project with the primary goal of connecting with the marketing team and the people who are the subject of the research. I want to foster an experience of openness and receptivity by being friendly, warm, and affirming. We get the best data when the project is fun and everyone involved is energized by the learning experience. I love to see our respondents and the marketing team get caught up in the experience of new insights.

The best insight I ever uncovered:

We will reach greater consciousness by choosing to see the world through a “both/and” lens of the world than rather through “either/or” thinking.

What I’ve learned about consumers:

People primarily buy products that will help them to feel good about themselves as well as with a vision of who they want to become and be seen as.

What a client can expect from me:

Every client who spends time with me will feel heard, understood, and leave feeling better about themselves as well as knowing a little more about themselves.

When I’m not doing research:

I’m spending time with my family and friends. I enjoy regular exercise and golf. I am an avid reader about everything from fiction to history, to the wonders of science. I am also a firm believer in the benefits of meditational practice and spending time in solitude.

SAUL HOPPER, PhD.
Partner, Consumer Research Psychologist

My experience:

I have worked full-time as a clinical psychologist in private practice for 35 years and have been a RC consultant for 15 years. I specialize in designing unique approaches to conducting in-depth interviews. With years of clinical experience and teaching of psychology, my interviews go deep to uncover underlying emotional drivers and blocks, while teaching researchers how to make practical sense of the data revealed.

Categories I’ve worked in:

Pet Food
Camping Gear
Health Insurance
Food and Beverage
Beer and Spirits
Pharmaceuticals
Public Relations
Employee Recruitment and Retention

What I’ve learned from working in the field:

Psychological insight is interesting but meaningless unless it can be translated into language that can be useful for brand development, strategy and marketing.

What a client can expect from me:

Youthful exuberance, a sense of humor and the wisdom of age.

When I’m not doing research, I’m…

Riding my bicycle, fishing, camping, or sitting in a sweat lodge.

LYNN GUTSTEIN
Field Research Director

My experience:

With over twenty years of market research experience in field vendor relations, I am responsible for managing field for both international and domestic projects. My expertise in methodologies and types of projects ranges from multi-cultural, ethnographies, online communities, digital diaries, CATI, and online and in-person intercept.

Categories I’ve worked in:

Technology
Healthcare & Pharmaceutical
Consumer & Packaged Goods
Automotive
Financial Services
Advanced Education
Retail

My approach to fieldwork:

Each day is a new challenge and I thrive on the fast-paced, ever-changing, multitasking role of field and vendor management. I am a passionate connector and negotiator who highly values my field vendor relationships and I enjoy juggling multiple project responsibilities and putting all the pieces of the puzzle together to get the field done just right!

The best insight I ever uncovered:

A thank you and showing appreciation goes a long way.

What I’ve learned from working in the field:

No 2 days are ever the same. EVER!

What a client can expect from me:

A masterful attention to detail coupled with clear, proactive communication.

When I’m not doing research, I’m…

Finding fun, new, colorful ways to decorate our home, chasing my 2 boys around trying to stop them from conquering the world, or with a glass of wine by the fire listening to Pandora and/or reading a book.

RACHEL PADRON
Field Director

My experience:

I have over 14 years of Marketing Research experience – mostly in field and research management. I also have experience in the management of online qualitative studies, ethnographic research, non-traditional location research, in-store research and multi-country international projects, as well as traditional qualitative and quantitative research methods.

I have kindled strong relationships with research vendors all over the world and believe that this is truly one of the reasons for my success. I engage in special interest pursuits such as research and focusing on diverse cultures.

I hold a BA in Cultural Anthropology from the University of Illinois, Urbana-Champaign and an MA in Corporate and Multicultural Communications from DePaul University.

Categories I’ve worked in:

Healthcare
Financial Services
Restaurant
Technology
Telecommunications
Consumer Packaged Goods

My approach to fieldwork:

Communication, and organization are the keys to a successful project; it’s all in the details!
From the clients and moderators to the field staff and recruiters, everyone involved needs to work together to make a project a success.
Keep things simple; simple screener, simple quotas, clear and concise questions, all make a recruit go smoothly.
And, when you do need to ask for the world – a little thanks and encouragement goes a long way!

The best insight I can share:

Never say “never” – you never know when “never” will come around.

What I’ve learned from working in the field:

Putting all the right pieces together for a research project can be chaotic – I love trying to put it all together to make it a smoothly running machine.

What a client can expect from me:

Communication and problem solving.

When I’m not doing research, I’m…

Wrangling my two boys, lounging in the water, reading, cooking, or traveling.

LINDA CASEY
Senior Insight Strategist

My Approach:

My father always said, “things are not always as they appear.” Listening and ab-sorbing, with all of your senses and observational skills, make the difference. This is my approach: pay attention to everything; never force or accept an ostensible “fit” that doesn’t pass the gut check or feel true to life; there is always a thread, a line…but it is rarely A to B. I am willing to meander with people. It is not a waste of time, and I am highly efficient about it. Respondents always sense this, respect it, and go with it. They give me more because of it, and in the end, everyone gets more.

The best insight:

Best insight was while working as part of the “Got Milk?” team. We were faced with people “talking out of both sides of their mouths”: health versus fat content. The milk context HAD to change from a primary one of “health”, to a secondary – but more compelling – role as an indispensable accompaniment to craved, and not necessarily healthful foods. Brands marketers often avoid consumer tension as they feel it is “not clear”. It is clear. The best brands actually accept and lever-age the inherent conflict.

Categories I’ve worked in:

Financial Services & Insurance• Financial Services & Insurance
Technology
Retail
Apparel
Finance
Healthcare/Pharma/Public Health
Kids marketing – toys, confection, snacks, gaming, theme parks
Travel & Leisure
Food & Beverage/Packaged GoodsHomecare
Beer/Spirits/Wine
Automotive & aftermarket

What I’ve learned about Consumers:

Sometimes people lie, but mostly they tell the truth. And sometimes, the most valuable truth is found in the lie – living as unrealized aspiration.

What a client can expect from me:

Depth, intuitive nature, and richness of experience. I always strive to think of what clients often haven’t had the opportunity to think about. This has saved significant money, time, or “face” (not necessarily in that order), more than once, in my career. They can also expect a fun and creative experience!

When I’m not doing research, I’m…

I smell the roses. I ride my horse. Talk cabbages and kings with my friends and two sons. I am a life-long traveler.

RealityCheck-AndreaLima-MarketingResearchConsultantLatinAmerica

ANDREA LIMA
Marketing Research Consultant, Latin America

LATAM Website en Español
LATAM-BRASIL Website

My experience:

I am a clinical psychologist by training with degrees in Languages & Translation and Interpretation, and in Psychology. I have a deep curiosity about people no matter where they’re coming from or who they are.

Over the years, I’ve moderated numerous groups and in-depth interviews, designed and conducted numerous ethnographic studies across several LATAM countries, and presented 3 ESOMAR papers. The latest one was in 2015.

Categories I’ve worked in:

Fashion
Retail
Pet care
Education
Food and beverage
Package Goods
Telecom
Mobile
Technological Solutions
Automotive industry
Gas & Oil
Entertainment

What I’ve learned about Consumers:

People are made up of ideas, emotions, religions, products, philosophies, relationships and time of life. To understand and to access people based on where they’re coming from, and translate this – in its different shades – into insights and possible actions to be implemented is my biggest challenge and pleasure. I love to see people working for people, and companies and brands moving to make life lighter, more colorful, more efficient, more accessible and more human. At the end of the day that is what the consumer research tool is about – strategically thinking about ourselves as humans.

What a client can expect from me:

I see my role as a “translator” between people and brands or companies…taking my deep understanding of people and translating that into insights that will help brands develop more effective strategies. Insights are built through dynamic experiences. I build them in partnership with clients.

What a client can expect from me:

Creative approaches. I find humor in almost anything. A thinking partner. A clear path forward.

When I’m not doing research, I’m…

Chasing the sun on the seashore or on the mountains, enjoying and sharing the vibe of my teenager daughter before I become an empty nester.

RealityCheck-KerryWalsh-SeniorInsightsStrategistQualitativeMarketResearch

KERRY WASH
Senior Insight Strategist

My experience:

I started on the agency side, as a planner. I moved on to do research exclusively, because I find it the most inspiring aspect of marketing strategy. I’ve been moderating for about 25 years. I’ve worked with many Fortune 500 clients, talking to just about every type of consumer on just about every subject. (Which doesn’t make me old, just wise!)

Categories I’ve worked in:

Food
Beverage
Homecare
Ice Cream, Yogurt
Fashion
Finance
Health Insurance
Pharmaceuticals

My approach to marketing research:

My journalist training made me a deep digger. My advertising background made me a creative thinker. And at the risk of sounding like I’m running for Miss America…I love people! I find myself moderating dinner parties – can’t help myself. There are endless ways to get people to reveal themselves, and I enjoy finding the right one for every occasion.

The best insight I ever uncovered:

Even engineers become poets when provided with beautiful information. (It’s a long story.)

What I’ve learned about consumers:

They want to spill their guts, and rarely hold back when given the right opportunity and encouragement.

What a client can expect from me:

I am committed to more than the consumer perspective. I thrive on understanding the business challenges underlying every project because it makes me better at what I do. I always strive to provide strategic insight that can guide brands and companies both now and in the future. Sometimes it keeps me up at night.

When I’m not doing research, I’m…

Cooking or eating. I am a food fanatic and certified nutritionist, which makes my family love me and hate me at the exact same time. I enjoy reading about food, shopping for food, creating food, consuming food and sharing food. (I don’t really like cleaning it up…)

RealityCheck-Jim-Chastain

JIM CHASTAIN
Founding Partner & Insight Strategist

My experience:
I have 30+ years of experience in consumer insights, marketing and brand strategy and have worked in advertising agencies around the world and a wide range of Fortune 500 clients with an emphasis on consumer packaged goods. I started RealityCheck in 1996.

Over the years with RealityCheck, I have led several hundred marketing research projects, moderated thousands of focus groups and interviews, and helped develop innovative online tools that uncover deeper insight.

Throughout all of these projects, I have relished the challenge of taking lots of data and insights and putting them into a story that helps clients move their business forward. While moderating is important, it is my analytical skill that clients say sets me apart from others in the field.

I hold a Bachelors Degree in Journalism from the University of Kansas.

Categories I’ve worked in:

Pet Care
Beer, Spirits
Frozen/Refrigerated Foods
Ice Cream, Yogurt
Confectionary
Bottled Tea, Soft Drinks
Fashion
Retail
Healthcare and Health Insurance
Pharmaceuticals
Small Business Services
Casual Dining Restaurants
Automotive Accessories and Services

My approach:

I connect with and understand respondents on a human level through a combination of humor and creative projective techniques that get them to tell us their deepest beliefs and motivations. Then I analyze what they tell us and turn it into a compelling story that moves a client’s business forward. Pretty simple, huh?

The best insight I ever uncovered:

There were two commercials for the same cereal brand that had the exact same quant test scores yet when one went on air the business went up and when the other went on air it didn’t. They had struggled with this for months through various testing processes. After a day of inventive IDI’s, I was able to tell the client why. (Must call for the full answer).

What I’ve learned about consumers:

They are actual, real humans who simply want to live a better life.

What a client can expect from me:

Creative approaches. I find humor in almost anything. A thinking partner. A clear path forward.

When I’m not doing research, I’m…

Visiting my kids in New York and the Pacific NW.

Pushing my limits in some endurance sport… mainly riding my road bike up mountain passes in CO, trail running or hiking…enjoying snow skiing (downhill and Nordic).

Cheering for my two favorite teams – the STL Cardinals and the Kansas Jayhawks.

JIM WHITE
Founding Partner & Insight Strategist

My experience:

I have 20 years of experience in consumer insights, marketing and brand strategy. As an advocate of online qualitative research and analysis, I’ve been instrumental in the design and development of online research platforms and analytical approaches for RealityCheck.

I hold a doctorate from Northwestern University in Communications Studies and have taught courses in Communications Research Methods, the Psychology of Attitudes and Persuasion, Popular Culture and Brand Strategy.

Categories I’ve worked in:

Alcoholic beverages
Pet care
Healthcare and health insurance
Pharmaceuticals
Sporting goods
Quick service restaurants
Financial services

My approach:

I started my professional career as a newspaper reporter and in many ways I’ve never stopped thinking like a journalist. I still dig “to find the story.” I believe that good research, like good reporting, is about finding “the lead” – that single-most important insight – and conveying it in a simple yet compelling narrative.
What I’ve learned about consumers:

When it comes to brand choice, it’s more about emotion than cognition. People feel before they think.

What a client can expect from me:

Curiosity. Creativity. Clarity.

When I’m not doing research, I’m…

• Hanging out with my wonderful wife and my two great sons
• Playing or listening to music with my friends
• Cheering for my Wildcats (Both kinds. I’m a Northwestern Wildcat and a University of Kentucky Wildcat!)

Consumer Research and Insights: The 90/10 Rule

Related Posts

Consumer Research Methods: Uncovering the 10% That Matters Most – and Reporting it to the C-suite

Narrative Identity: 3 Roles Your Brand Can Play in Your Consumers’ Life Story

Market Research Strategies for Brand Insights Teams: Using Technology to Dig Deeper