get realsight: Realsight

Realsight is proud to have its technology system, Quantitative Anthropology, nominated for the 2009 Edison Best New Products Awards (http://www.edisonawards.com). Thank you to all that have contributed to such a wonderful honor!

"Realsight's patent-pending Quantitative Anthropology technology system promises to revolutionize the field of market research. As one of the first,and most effective, post-cognitive market research approaches, it provides companies with a deep, rich and unprecedented view of their products or services through the eyes and experiences of their consumers. Using Quantitative Anthropology, consumer product and service companies can save valuable resources by focusing their time and money on innovations that will succeed in the marketplace.

Market research is a critical function for consumer product and service companies. Unfortunately, the traditional research methods companies have employed - surveys, focus groups and ethnographies - rely on highly inaccurate self-reporting, offer a mere snapshot of consumer behavior or provide limited consumer input to business decisions. For years, the results delivered by these methods have been decreasing in quality, causing bad business decisions to be made based on incomplete information about consumers.

Two marketers, frustrated by this situation, joined forces to found a company, Realsight, and have created one of the first and most effective post-cognitive methods to conduct consumer market research - Quantitative Anthropology. A patent-pending research approach and technology system, Quantitative Anthropology opens the door to innovation opportunities that generate new products, build competitive advantage, strengthen brand relevance and earn consumer loyalty for consumer product and service companies. Founded in 2006, Realsight has grown from two to 17 employees and now counts industry giants like Kraft, Nestle, Avon, Sara Lee, and Cadbury Adams among its clients.

The engine behind Quantitative Anthropology employs a combination of multiple technologies, scientific research approaches and proprietary algorithms that have never been used together before, including anthropological tagging of web-based interactive videos, neural language analysis and data mining via pattern analysis tools. It starts with portable video cameras capturing in-and out-of-home consumer decisions over 20-30 days, which is coded and compared to participants’ online diaries. Trained observers then identify the differences between what participants do and what they report on a daily basis, probing to understand and identify the reasons behind their actions. Using proprietary statistical, anthropological and psychological methods, Realsight analyzes and quantifies the behavior patterns, connecting intentions with actions. As a result, Realsight identifies growth opportunities that have true value for consumers and can be targeted by its clients. Quantitative Anthropology saves time and money in the development pipeline while also increasing success in the marketplace.

But most importantly, Realsight’s method, unlike others, puts the consumer first, truly engaging them to become partners in the process of discovery for the first time. By making the qualitative quantitative, the unstructured structured and the intangible tangible, Quantitative Anthropology promises to revolutionize market research and become the gold standard for companies wishing to truly understand their consumers’ unmet needs."

Successful innovation requires seeing the "forest from the trees" and developing the roadmap that creates added value for business, people and society. It seems simple, in theory, but often difficult to execute, as there are many hurdles to overcome including approaches, resources, and organizational processes.

The same hurdles exist when starting a new company. After speaking to many innovation companies, we felt the internal challenge of leverage existing processes were too great to achieve our goals so we built Realsight on our own. First, we identified an industry gap in the front end of innovation using on-going observations and interviews from many sources during our corporate careers. Next, we recruited a world-class team of superior performers in their respective fields, created patent-pending technology systems and developed services that deliver against marketers' needs in this space. Finally, we delivered results: growth opportunities others missed, product and service frameworks that deliver incremental sales and emotional communication messages that build brand loyalty.

Now that we're entering our third year, we wanted to create an outlet to share our stories, ideas, thoughts and observations that will help marketers deliver successful innovation for business, people and society.

We welcome your questions, thoughts and comments as we all work together to innovate innovation.