by RTi Research | Nov 4, 2025 | Creative Thinking, Insights, Market Research Industry, Problem Solving, RTi Research
Donald Rumsfeld, George W. Bush’s defense secretary, once spoke of “known knowns, known unknowns, and unknown unknowns.” It was a comment about defense intelligence, but it perfectly describes the challenge facing consumer research today. The hardest – and most... by RTi Research | Oct 21, 2025 | Creative Thinking, Insights, Market Research Industry, Problem Solving, Qualitative Research, RTi Research
These days, every transaction seems to trigger a wave of follow-ups. You buy something online, and within minutes you’re asked to rate the experience. Then comes the “Welcome to our community” email. Sometimes there’s even a phone call. The assumption is clear:... 
by RTi Research | Oct 8, 2025 | Creative Thinking, Insights, Market Research Industry, Problem Solving, Qualitative Research, RTi Research
There’s a famous story in business lore about Betty Crocker’s first cake mixes. Originally, they were designed to be as easy as possible. Just add water and bake. But sales lagged. When the company reformulated the mix so that consumers had to crack in a fresh egg,... by Sue Collin | Feb 3, 2025 | Creative Thinking, Insights, Market Research Industry, Problem Solving, Qualitative Research, RTi Research
By Sue Collin, SVP, RTi Research, Director of Qualitative Research Creativity is often thought of as producing something related to the visual or performance arts. What if we have been defining creativity in a way that is exclusionary and leads to most people... 
by RTi Research | Jan 2, 2023 | Creative Thinking, Innovation
By Lisa Shaffer As you work to improve your current products and fill your pipeline with innovations, the first thing you’ll want to know is what’s most important to consumers when they’re considering a product like yours? Teasing out the “must have’s” from the “nice... by RTi Research | Mar 30, 2021 | Creative Thinking, Storytelling
If you search the web for articles about business storytelling, it won’t take long before you come across a discussion of what’s known as “Three-Act Structure” or “The Hero’s Journey.” Likewise, if you take a seminar or attend an industry presentation on storytelling,...