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Who We Are

RealityCheck Is More Than A Market Research Firm.


We’re a global partnership of experienced creative facilitators, strategic conceptual analysts, and storytellers who believe in the power of human insight to make marketing better. Our insight strategists come from different backgrounds including journalism, advertising, brand marketing, psychology, and yes, market research. This diversity and experience allows us to provide the kind of insightful clarity and strategic direction that can transform a brand and a business.

We Help Brands Make Human Connections.

Consumers don’t buy brands. People do. Before we can make human connections with people, we have to talk to the human part of them. By talking and listening to “consumers” as “real people,” we get them to open up, share deeper insights and reveal bigger opportunities.

How Are Human Insights Different Than Consumer Insights?

Human insights are distinct from consumer insights. The human insight process involves the whole person and recognizes their life experience as the biggest influence in how they make decisions about brands.

We don’t think of someone as “the person responsible for washing the dishes in the household” or “the primary decision maker when it comes to household finances.” We think of them as a person with a whole set of life experiences that have shaped their sense of self.


How We Apply Human Insights to Everyday Market Research Projects

RealityCheck offers a wide range of qualitative market research services that go beyond consumer research and analysis to uncover insights that translate into transformative business opportunities for brands.

Insights for Strategic Development

Deep Story Analysis

  • Consumer Segmentation Profiles
  • Brand Architecture
  • Positioning
  • Communications & Messaging Strategy
  • Product Innovation & Renovation
  • Unmet Needs & White Space Opportunities

Concept Testing & Optimization

Narrative Power Analysis

  • Big Idea & Messaging Platforms
  • Advertising Concepts
  • Packaging Concepts
  • Positioning Concepts
  • New Product Concepts

Customer Experience Insights 

HXi Alignment

  • Decision Journey Mapping
  • Shopper Experience Exploration
  • Home Use Testing
Innovative Methods

90/10 Analysis

Ninety-percent of what is reported in most market research studies is already known. Learn how to find the 10 percent your stakeholders don’t know.

The 90/10 Rule is simple. It means focusing 90 percent of your efforts on the 10 percent you and your stakeholders don’t already know. Because it’s the 10 percent that leads to deeper insights and bigger opportunities.

Why It Matters To Brands

The best brands connect with their consumers on a human level. By understanding the way your brand can fit into a person’s life story, you are better able to motivate and connect in a transformative way.


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