Finding the Reality Amongst the Noise

In our modern world, the gap between in-person realities and online perceptions can feel vast.   Life, as seen on social media is filtered, perfected, and potentially polarized. These perspectives can feel exciting for those who have embraced this curated worldview and scary for those who would rather not. 

Connecting with people IRL feels much more familiar and normal.  I still have the same love for my kids. I still laugh and am silly with friends and coworkers.  I still have my hobbies, still celebrate birthdays and holidays, dinners still need to be prepared, etc.  Although my social media interactions have a big impact on the amount of dopamine I have coursing through my body, it hardly tells a full story of how I feel or what my life is actually like at that moment.

As marketers, it is important to acknowledge the macro noise we are inundated with via our devices while cutting through it to reveal actual behavior.  Feelings, attitudes, and senses of security can fluctuate rapidly, and keeping a current pulse on their key customers’ thoughts and mindsets can be very valuable for brand teams.

REAL YearLook is an online community solution we offer that goes deep with a small group of the right people over an extended period of time.  Over a full year, we connect with this same group for three days each month and look at happiness, confidence, shopping, and usage behaviors. Additionally, we introduce specific stim/concepts for feedback, when applicable, and tailor add-on activities to answer specific questions. This longitudinal look is useful for intuition building and concept feedback on digital messaging and communication, promotions, media/shopping channel prioritization, and innovation.  More importantly, the length of time in addition to our experienced researchers enable this digital method to move past the typical social media posturing to create a safe space where participants can be transparent and vulnerable, leading to actionable insights.

Our REAL Intuition Journey is another way to connect with consumer segments in a profound and authentic way while also providing brand teams with the opportunity to personally invest and be impacted by these connections.  This approach involves customizable online and in-person approaches with broad team engagement that builds strong, unified intuition across stakeholders.

We recently completed this type of project for a client in a unique situation. They had been hearing loud complaints from a certain segment of consumers, but simultaneously weren’t hearing much of anything from others.  By cutting through the filtered feedback gathered via social media, the press, etc., they realized there was much more openness and acceptance from the segment they assumed would be adverse, whereas there was more hurt and opportunity to improve relationships with the segment they hadn’t heard from.  This research had a big impact on how they expected to allocate their marketing dollars, the message to communicate, and the audience that needed to hear that message.

As you have needs to connect more authentically with a specific group of people, shoot us a note.  We would love to talk through which approach might be the right fit or at least send you white papers on these methods. 

Richard Simmons and the Power of Empathy

Historically, the name Richard Simmons did little more for me than conjure up Day-Glo tinted memories of spandex and pep. While familiar with him and his fitness empire, he was not a person on which I spent much time dwelling in the past decade.

That was until recently, when I joined thousands of others in being utterly captivated by “Missing Richard Simmons,” a podcast detailing the abrupt departure of Mr. Simmons from the public eye, and one man’s quest to find out why.

15simmons1-master768In the past, when Richard Simmons would come up in conversation or the news, my two most prominent thoughts were:

  1. His success must be tied to the fanfare surrounding him and his unique way of carrying himself.
  2. Who would choose him as a fitness guide when there are other, more credible-seeming guides out there and available?

What I failed to see is something that the podcast has illustrated for all those listening: his success (which is much larger than I was aware of) lies in his authentic empathy for people. He saw people through non-judgmental and caring eyes and wanted to hear their stories and help them.

jim.jpg

It actually reminded me a lot of my dad, the founder of our company, and what made him so effective at the 75,000+ intercept interviews he did over his career. He, like Richard, had a way of immediately instilling a feeling of worth and importance in anyone with whom he interacted. This authentic and believable foundation encouraged and inspired conversations, and continues to this day. Respect and empathy are rooted in the DNA of REAL Insight, and grow with us as we continue to expand and innovate.

Brands can be authentically empathetic too, but it requires brand teams to be open, vulnerable, and receptive to interactions in environments that may seem uncomfortable or places that may not be major cities. It’s not enough to just do research. Teams need to truly see and listen to people, which is harder to do when those people are different from themselves.  This is where true empathy needs to be formed, and this is where we can help.

We have developed a solution that makes this process much easier: a REAL Intuition Journey. This is a multi-touchpoint process that will help your team transition from hearing to listening and from looking to seeing. Empathy has power; let us help you harness it.

-Luke Cahill

*Sign up for our newsletter to stay up-to-date on REAL Insight happenings!