Alienation: Subconscious Style

Behavioral Economics is HOT right now. The industry is gaining appreciation for the inconsistencies between self-reported and actual behavior, which we at REAL Insight are obvious fans of. As a team, we spend thousands of hours in stores each year observing how these behaviors differ across shoppers. One specific area we have come to better…

Looking for an Authentic Spark

As you know, perception is reality for shoppers. Relying on traditional concept evaluation tools presents a challenge; concepts are already fully explained before the consumer can share their thoughts even with more iterative, on-trend methodologies. Yet, concept understanding at-shelf is essentially a barometer of how much effort and cost will be required to gain traction.…

The Myth of Novelty

Another key note speaker at the Corporate Researchers conference was Derek Thompson, author of Hit Makers: The Science of Popularity in an Age of Distraction.  I was particularly struck by his analysis around the myth of novelty which directly impacts some of our innovation work. He describes this as “people like sneakily familiar positive variations…

The Power of Moments

Recently, I had a great three days at the Corporate Researchers Conference in Chicago. It was a blast to nerd out with fellow researchers, and it was hugely validating to both our primary focus on in-context research and some of the key initiatives we have been working on for the last couple of years. Over…

In-Context Research Requires Environment AND Mindset

, As a company whose roots lie with in-store intercepts, we have always had an appreciation for the purity and predictability of learning about shopping behavior and testing concepts/packaging in a real retail environment with shoppers who were in the store to shop.   Reading Thinking, Fast and Slow by Daniel Kahneman reinforced the idea that we need…

It’s Patio Season!

In Minnesota, there are 4 seasons: almost winter, winter, still winter, and patio season. As soon as the snow melts (May 5th this year), we clamber outside with alacrity to make the most of those few months where you don’t need to keep a snow shovel in your trunk. Ingredients for an ideal patio happy…

Spotlight On: The RENO Team

With the mission of renovating our current methodologies and internal practices to reach their fullest potential, our Renovation Team (affectionately termed the RENO911 team) is always on the lookout for additional tools that can complement our in-context focus. One of these exciting new add-ons is eye tracking. Our moderators remain the best in the business…

Small Business

In a land where bigger is generally equated to better, we at REAL Insight dare to take an alternate perspective: Innovative is better. Flexible is better. Faster is better. Affordable is better. Personable is better. These qualities are all part of the value-added offerings our small business brings to the table. With 12 full time…