Jim White

Founding Partner RealityCheck Consulting LLC

Jim White, a founding partner of RealityCheck Consulting Network and RealityCheck Technology, is a marketing research consultant with 20 years experience in consumer insights, marketing and brand strategy.

He is a pioneer and expert in online qualitative research and analysis, having been instrumental in the design and development of online research platforms and analytical approaches for RealityCheck.

Jim started his professional career as a newspaper reporter and, in many ways, still approaches research like a journalist. He believes that good research, like good reporting, is about finding 'the lead'—that single most important insight—and conveying it in a simple yet compelling narrative.

Insights: Uncovering the 10% That Matters Most – and Reporting it to the C-suite

Four tips for uncovering and communicating the story in your data.
October 6, 2021
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How a Human Insights Approach Can Transform Routine Market Research
How does a Human Insights approach change how we go about the routine marketing research projects we do all the time?
September 25, 2017
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5 Qualities that Great Brands and Great Characters Share
What makes some brands so great? Find out the five qualities they all share in this Big Ideas piece.
May 26, 2017
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Consumer-Centric Marketing is Dead
To be a truly transformative brand – one that enjoys true loyalty, passionate advocacy and a premium price – you have to be human-centric.
May 24, 2017
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8 Human Insight Trends for 2017
The team of insights strategists at RealityCheck share their insight predictions for 2017.
January 25, 2017
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3 Roles Your Brand Can Play in Your Consumers’ Life Story
We all have life stories that we create to give meaning to our life experiences. Does your brand have a part in your consumers’ life story?
May 18, 2016
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5 Trends in Qualitative Research – Ignore At Your Own Peril
The top five trends in qualitative research for 2015.
March 20, 2015
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