Why Writing Skills Matter in an AI World
Reality Check - Marketing Research Insights and Techniques Blog
by Monika Arturi
1w ago
The ability of AI platforms to synthesize and summarize data into written reports is remarkable. When ChatGPT came onto the scene about a year-and-a-half ago, the internet was buzzing with examples of professionals in many areas using the platform to transform notes and rough drafts into finished written documents. In our business, market research, the […] The post Why Writing Skills Matter in an AI World first appeared on RealityCheck ..read more
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The Costs of Bad Market Research Reporting (and what to do about it)
Reality Check - Marketing Research Insights and Techniques Blog
by Jim White
1M ago
I logged onto the Teams meeting early. My client, Amanda, was already there and admitted me. As soon as I saw her face, I knew something was wrong. “What’s up,” I said. After a heavy sigh, she said, “I just opened a report from one of my research suppliers and it’s a bit of a […] The post The Costs of Bad Market Research Reporting (and what to do about it) first appeared on RealityCheck ..read more
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How You Can Be a Qualitative Market Research Innovator
Reality Check - Marketing Research Insights and Techniques Blog
by Monika Arturi
6M ago
It’s an exciting time to be in the insights business, and an especially exciting time for qualitative market research. Never before have we had the means to blend creativity and rigor in qualitative like we do now. Qualitative has always played a secondary role to quantitative analysis in market research. It has long been seen […] The post How You Can Be a Qualitative Market Research Innovator first appeared on RealityCheck ..read more
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Collaborative Intelligence: 3 Use Cases and 3 Watch-Outs for Using AI in Qualitative Market Research
Reality Check - Marketing Research Insights and Techniques Blog
by Jim White
8M ago
By Esther Park, Insight Analyst and Jack Fadely, Senior Insight Strategist at RealityCheck  Imagine having an assistant that could sift through vast amounts of unstructured market research data, provide a succinct summary of the information, help identify themes and even help you craft questions for your next discussion guide or questionnaire. With language models like ChatGPT […] The post Collaborative Intelligence: 3 Use Cases and 3 Watch-Outs for Using AI in Qualitative Market Research first appeared on RealityCheck ..read more
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RealityCheck Consulting Launches AdvancedQual+
Reality Check - Marketing Research Insights and Techniques Blog
by Jim White
1y ago
Leveraging technology to capture and analyze qualitative data for insights that are more robust, reliable and rich.RealityCheck’s AdvancedQual+ is a new approach to qualitative research—an advanced approach that leverages technology to deliver the deep human insights that qual is known for, but with the rigor, reliability and validity usually associated with quantitative analysis.We combine asynchronous […] The post RealityCheck Consulting Launches AdvancedQual+ first appeared on RealityCheck ..read more
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Integrating Qual and Quant: 3 Keys to Successful Hybrid Market Research Studies
Reality Check - Marketing Research Insights and Techniques Blog
by Monika Arturi
1y ago
(or What Football Can Teach Us About Consumer Insights) By Jim White and David Harris Though it may be a stretch, we wanted to share our thoughts on what football can teach us about successful integrated market research. (Just go with it. It turns out, there’s quite a bit!) And for those of you who […] The post Integrating Qual and Quant: 3 Keys to Successful Hybrid Market Research Studies first appeared on RealityCheck ..read more
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Text Analytics: 3 Keys to Capture Textual Data for Deeper Consumer Insights
Reality Check - Marketing Research Insights and Techniques Blog
by Monika Arturi
1y ago
By Jim White PhD. and Esther Park, Insight Analyst Market research buyers have become increasingly interested in text analytics in recent years. According to the 2022 Greenbook Industry Trends Report survey, 75% of buyers list text analytics when asked “what new methods, or approaches are you considering.” That’s more than any other category. We think […] The post Text Analytics: 3 Keys to Capture Textual Data for Deeper Consumer Insights first appeared on RealityCheck ..read more
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Finding the Consumer Insights That Matters Most in Your Market Research Data.
Reality Check - Marketing Research Insights and Techniques Blog
by Monika Arturi
1y ago
Whether you need a deep understanding of your consumer to inspire innovation, get your strategy or positioning right, or test advertising or new product concepts, how do you uncover the 10% you need to know, explain why it matters and decide what to do about it? Using the 90/10 rule, Jim White, Co-founder and President […] The post Finding the Consumer Insights That Matters Most in Your Market Research Data. first appeared on RealityCheck ..read more
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Quantifying Qualitative Data: How Technology Can Lift the Credibility of Qualitative Market Research
Reality Check - Marketing Research Insights and Techniques Blog
by Jim White
2y ago
I’ve been doing market research for almost 30 years. And in that time, I’ve done countless qualitative research projects. I’ve moderated hundreds of focus groups, individual interviews and ethnographic studies. And I’ve conducted countless live streaming groups and interviews, especially over the last two years. I believe there’s nothing better than qualitative market research for […] The post Quantifying Qualitative Data: How Technology Can Lift the Credibility of Qualitative Market Research first appeared on RealityCheck ..read more
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Narrative Identity: What Role Does Your Brand Play in the Life Story of Your Consumer
Reality Check - Marketing Research Insights and Techniques Blog
by Jim White
2y ago
If they a made a movie about your consumer, what role would your brand play? Hero? Trusted sidekick? Mentor? Villain? Would your brand even have a speaking part? Or would it be an extra? You know, “Man in crowd #3 played by your brand”. The post Narrative Identity: What Role Does Your Brand Play in the Life Story of Your Consumer first appeared on RealityCheck ..read more
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