Written by Life is better with human connection. When we have it, life feels rich and substantial. When we don’t, it’s a major driver behind many of the biggest problems in our culture today.
We see the same thing playing out in research. Incorporating real human connection into the research process is critical for brand health and growth. We aren’t just talking about “good feels” or nice-to-haves; brands falter when they forget this, and they lead the pack when they prioritize it.
This is exactly why our mission at REAL Insight is to drive growth through real human connection.
- It breaks the fixation on metrics: Getting away from dashboards brings the clarity and humility required to succeed. You start solving the right problems.
- It brings purpose to the team: Brands and retailers exist to serve people and meet human needs. Staying connected to those humans reinforces the whole point of our work.
- It uncovers the real story: Over decades of research, we’ve learned that you need human connection to see what’s actually happening. What is really driving the behavior and feelings that lead to success or failure? Human connection in-context clarifies nuanced performance faster than anything else. It is simply the best way to learn.
- It makes people feel seen: We’ve seen the positive impact of creating space for people to be heard. Knowing a brand cares enough to come to them feels great. Plus, putting $20 into the hands of an everyday shopper still means a lot, especially these days.
Real human connection will never be the fastest, cheapest, or easiest way to collect data. But it is invaluable. We’re seeing more clients realize what they’ve been missing and re-prioritize it. Our goal is to leverage our decades of experience to make that connection as easy and actionable as possible.