With over 30 years of experience, REAL Insight has led projects across a variety of industries that successfully identified consumer behavior and expectations, helping CPG companies, retailers, and other clients understand how consumers act in a variety of contexts.
One of the biggest myths about qualitative data is that it isn't actionable. That it needs to be used in conjunction with quant to uncover the real story. But just like quant, its ability to be actionable is completely linked with its level of data quality. In the case of qualitative research, QUALITY comes from…
Working on redesigns is one of our specialties at REAL Insight. Our in-context solutions and shopper expertise allow our clients to navigate the risks and create optimal packaging. The biggest risk to a redesign is subconscious alienation. This happens after a redesign when a shopper enters a category they shop in every week, scans the…
What if there was a way to collect behavioral data at the speed of shopping? Renown psychologist Daniel Kahneman identified that our brain is split into System 1 (S1) and System 2 (S2) thinking. We spend 95% of the time using System 1 which consists of our automatic, intuitive, instinctive, and impulsive thinking. Reacting to…
The first entries in this series focus on Shape and Color as the first two elements of the Navigational Hierarchy. This third installment highlights the next element, Key Visuals, and how shoppers utilize them at-shelf. A Key Visual is a focal point of a package design that is intended to drive interest, understanding, and at…
Our first entry on the Navigational Hierarchy talked about product and packaging Shape and how shoppers use it to identify categories and individual brands. Following Shape, Color is a powerful element that can cue brands or a category. Capable of triggering persuasive subconscious reactions in shoppers, it is the most emotive of the visual cues.…
Store environments are overwhelmingly stimulating for the human brain. In order to manage the thousands of products available for purchase, the brain employs what we call the Navigational Hierarchy—a filtering sequence to narrow the search for the sought-after product. Our brain unconsciously cycles through the elements that distinguish products from each other, beginning broadly with…
Attending the Natural Products Expo West for the first time was a thrill, to say the least. From the brands we know and love, to startups just getting their products out into the world for the first time, there was no shortage of innovative products, packaging, and new brands we are excited to see on…
Gain First-Hand Experience. Gain Intuition. People come in all shapes and sizes, income levels, and preferences. They are inherently inconsistent depending on the day or their mood which makes the jobs of researchers and marketers that much more challenging. This can lead to teams struggling with intuition building and anticipating behavior. Getting in-store is a…
The onset of the coronavirus directly impacted REAL Insight’s most utilized methodology: in-context, in-store research. Whether using pre-recruited respondents or intercepting shoppers at shelf, our signature form of research---the innovative technique on which the company was founded 30+ years ago—was essentially removed from our toolbox. To fit the limitations of the pandemic, we pivoted towards…