Why Corporate Insights Teams Choose RealityCheck.
We reveal what others don’t see.
For 25 years, we’ve studied how people use brands to tell themselves stories about who they are and who they want to be. No one has done more work on identity, tension, and brand connection. We measure whether your brand strengthens people’s sense of self or undermines it.
We bring you closer.
Our psychologists conduct deep interviews. Our ethnographers observe real life. We train your teams to listen like we do. You don’t just get findings. You get closer to the people who matter most to your business.
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AI Can Write for You. But Can It Teach You to Write?
By Jim White Years ago, I met two guys who ran a successful retail design agency. They had written a book about their field and were using it, very effectively, to market their business. At the time, I wanted to write a book for RealityCheck, so I asked them the obvious question: “How did you […]
I’ve Moderated Research for 25 Years. Then I Went Head-to-Head With AI.
What a real human-versus-AI moderation comparison revealed about qualitative research, emotional depth and the value of a human interview. By Jim White I’ve spent most of my adult life asking people questions. I began as a newspaper reporter, interviewing sources every day. Then I became a market research moderator. Over the past 25 years, I’ve […]
Why Every Brand Wants to Own Health
Walk through almost any grocery store today and you’ll notice something interesting. Protein has found its way into cereal, chips, yogurt and coffee. Beverages promise hydration, gut health and cognitive support. Beauty brands increasingly talk about wellness from the inside out. Alcohol brands emphasize lower calories, active lifestyles and moderation. Personal care products promise healthier […]
Authenticity, Change and the Stories Brands Tell
Consumers say they want authentic brands. Marketers do, too. Few concepts appear more frequently in brand strategy discussions than authenticity. When a brand loses relevance, marketers often worry that it has drifted from its roots. When a company considers entering a new market, targeting a new audience or updating its positioning, someone inevitably asks whether […]
Narrative Power and the Future of Brand Equity
Brand equity is often measured through awareness, trust and differentiation—but something deeper is at work. Drawing on research in self-discrepancy, compensatory consumption and self-brand connection, this webinar explores Narrative Power: the role brands play in who people are and who they want to become—and why that matters more than ever in today’s marketplace.
Narrative Power: Brands, Identity, and the Stories We Tell Ourselves
When I was in college at the University of Kentucky, I drank a lot of cheap beer. Like many undergrads, I didn’t think much about what I was drinking—only that it was cold and affordable. But one summer, that changed. I was twenty years old, working as a news intern at the Knoxville News-Sentinel—my first […]
