The Reality Department is a consumer and B2B research agency based in London. We think Insight Activation first. That means we plan how your findings will be used from the very start of a project, not the end.
Most research ends as a report. It gets presented once, filed, and forgotten.
You didn't commission a report. You commissioned an answer you can act on.
We built The Reality Department to close that gap. Every project starts with the decision you need to make, and finishes with findings your team will open, understand and use.
Want to see where your own research stands? Take the free Research Impact Scorecard.
We decide how the findings will be used before we write a single question.
The director who shapes your project is the one who delivers the findings. No handoff to a team you've never met.
Qualitative, quantitative, behavioural or mixed. We choose what answers the question.
Your audience doesn't live inside your category. Neither does our analysis.
We're a team of researchers with experience across agency, client-side and research technology.
The Reality Department was founded by Jake Pryszlak, who has spent 10+ years in research at Savanta, YouGov and QuestionPro. He is a three-time award-winning researcher, a Forbes contributor, and has spoken at Advertising Week and GreenBook IIEX.
Our team has worked with and for some of the biggest organisations in the world.
We publish original data as well as running it for clients.