Jim White, PhD.Trusting What Consumers Say is What They Actually MeanIt is a widely-accepted belief in qualitative market research that you can’t trust what people tell you.Oct 24, 2019Oct 24, 2019
Jim White, PhD.5 Tips for Writing Insightful Strategic Stories1. Write it! (Don’t PowerPoint it)Aug 13, 2019Aug 13, 2019
Jim White, PhD.5 Tips for Writing Insightful Strategic Stories1. Write it! (Don’t PowerPoint it)Jul 25, 2019Jul 25, 2019
Jim White, PhD.Why Iconic Brands Decline and What Can Be Done to Reverse ItIconic brands are often in decline for an easily overlooked reason…they have lost their contextual meaning because people have changed but…Jun 24, 2019Jun 24, 2019
Jim White, PhD.How to Apply Human Insights to Everyday Market Research ProjectsIf you work in Consumer Insights, you probably hear the word human a lot these days. Everybody seems to be talking about human insights…Jun 18, 2019Jun 18, 2019
Jim White, PhD.Narrative Identity: 5 Qualities that Great Brands and Great Characters ShareWe use brands to tell ourselves stories about who we are. The brands that are most meaningful to us are those that play a role in our…Jun 5, 2019Jun 5, 2019
Jim White, PhD.3 Roles Your Brand Can Play in Your Consumers’ Life StoryIn a recent article, I wrote about the concept of Narrative Identity and what it means for brands. (You can read that acticle here.)May 2, 2019May 2, 2019
Jim White, PhD.Narrative Identity: Does Your Brand Play a Role in Your Consumers’ Life Story?If they a made a movie about your consumer, what role would your brand play?Apr 24, 2019Apr 24, 2019
