“A Human Insights Approach to Advertising Analysis" Presented at Two Major Marketing Research and Insights Conferences

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Jim White and Jim Chastain of RealityCheck Consulting will challenge the status quo of consumer and advertising research with their presentation, “A Human Insights Approach to Advertising Analysis," to marketing leaders and brand managers at the Quirk’s Marketing Research and Insights Conferences in Orange County, California, on January 30th and in Brooklyn, NY on February 28th.

In everyday life, people don’t evaluate advertising. But most consumer research on advertising asks them to do just that. In the real world, people use advertising for their own purposes. They take the images and sounds of advertising and reconstruct them to create their own narratives that include their own life experiences, memories and identity.

Jim White and Jim Chastain, Founding Partners of the market research company RealityCheck Consulting, will be challenging this status quo of consumer research with their presentation “A Human Insights Approach to Advertising Analysis" at the Quirk’s Marketing Research and Insights Conferences in Orange County, California, on January 30th and in Brooklyn, NY on February 28th. Over 1000 members from the marketing research and brand management community will be attending these two premier consumer insights conferences.

In their presentation, White and Chastain will review how a human insights approach can reshape how brands think about advertising analysis. And how such an approach can result in messaging that is more relevant and motivating to the human beings who engage with those brands.

"Our point is simple: Consumers don’t buy brands, people do," said Chastain. "And unless you understand the whole person you’re selling or advertising to, you’ll miss opportunities to play a profound and meaningful role in their lives."

RealityCheck is a global partnership of experienced insights strategists with a focus on human insights to drive brand transformation. The firm provides Fortune 500 brands with a wide range of qualitative research services including brand positioning and messaging, advertising, packaging & concept optimization, and shopping mindset & decision journey. The company has offices located in Chicago, St. Louis, London, New York City, Sao Paulo, Sydney, Louisville, Detroit, Denver, San Francisco, Seattle, and San Antonio.

To learn more about RealityCheck, contact Jim Chastain at 866.751.2094 or visit http://www.realitycheckinc.com.

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Jim Chastain
@JimChas
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