How Brands Play Roles in Consumers' Life Stories: Reality Check Founder Presents at Quirk’s Marketing Research and Consumer Insights Conference

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Jim White, PhD., and founding partner of global qualitative research firm Reality Check Consulting will deliver a presentation titled “Brands as Character Actors: How Brands Play Roles in Consumers’ Life Stories” to over 500 members of the marketing research and brand management community at the Quirk’s Consumer Insights Conference in Brooklyn, New York on February 23rd and 24th.

Jim White, PhD., Founding Partner at Global Insights Company Reality Check

Jim White, PhD., Founding Partner at Global Insights Company Reality Check

We all tell ourselves stories that give meaning to our lives. We use these stories to construct our sense of self. Psychologists call this narrative identity. The most meaningful brands are those that play a role in this narrative.

Jim White, PhD., and founding partner of global qualitative research firm Reality Check Consulting will deliver a presentation titled “Brands as Character Actors: How Brands Play Roles in Consumers’ Life Stories” to over 500 members of the marketing research and brand management community at the Quirk’s Consumer Insights Conference in Brooklyn, New York on February 23rd and 24th.

“We all tell ourselves stories that give meaning to our lives. We use these stories to construct our sense of self. Psychologists call this “narrative identity,” says White. “The most meaningful brands are those that play a role in this narrative.”

According to White, there are brands that help people create their aspirational self — the person they want to become, brands that help them create a favorable story of who they once were that trigger a sense of nostalgia and represent their core values and beliefs, and there are brands that people use every day to tell the story of who they are now.

In his presentation, White will discuss research techniques that explore narrative identity and the role of brands in it. He will provide examples of how some brands are able to play meaningful roles in their consumers’ life stories, and strategies for how your brand can, too.

For more information about Jim White and Reality Check Consulting, visit http://www.RealityCheckInc.com

About Jim White and Reality Check Consulting.

Jim White has more than 20 years of experience in consumer insights, marketing and brand strategy. He holds a doctorate from Northwestern University in communications studies and has taught courses in communications research methods, the psychology of attitudes and persuasion, popular culture and brand strategy.

Reality Check is a qualitative consumer research firm and global partnership of experienced creative facilitators, human-to-brand translators, strategic conceptual analysts and storytellers.

From moderation and recruitment, to field management and analysis, Reality Check uses cutting-edge techniques and technology to humanize market research.

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Bill Kamper
@docreality01
since: 04/2013
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