What The Reality Department Actually Does

Ask a research agency what it actually does and you'll usually get a page full of "insights," "solutions," and "bespoke methodologies." None of it says anything.

Here's the straight answer.

The Reality Department is a B2B market research agency. We run commissioned research — surveys, brand and reputation tracking, audience studies — for two kinds of buyer:

• PR and comms agencies who need a study that earns coverage.
• B2B marketing, product, and insight teams who need evidence behind a decision.

We're not a fieldwork-only vendor, and we're not a generalist consultancy. We scope the research, run it, and hand back a decision — not a deck.

What's usually wrong with this industry

Most B2B research firms sell you two things that don't match:

• A senior person pitches the work.
• A junior team you've never met delivers it.
• The final output is a report built for a shelf, not a meeting.
• Nobody on your side can defend the findings in the room, because nobody on your side understood them past the executive summary.

The problem isn't the quality of the research. It's who's in the room when it gets used.

How we're different

1. The person who scopes your project delivers it. No handoff.
2. Every project starts with the decision it needs to support — not the questionnaire.
3. Findings get built for the format your team will actually use: a slide, a script, a three-line summary — not a 40-page PDF nobody opens.

What we actually run

• Audience Research — profiling the B2B buyers who shape a client's decisions, not recycled personas.
• Brand & Reputation Research — tracking tied to commercial metrics, not vanity scores.
• Content & Thought Leadership Research — original data built to earn coverage or generate leads.
• Insight Activation — turning findings into formats people actually use after the report ships.

Recent published work includes the Business Reality Index (UK operational readiness, 500 senior leaders) and The Climate Commitment Gap (500 sustainability decision makers across the US and UK).

Who's behind it

Jake Pryszlak founded The Reality Department after nine years across agency (Savanta, YouGov), client-side, and SaaS (QuestionPro) research roles.

You didn't buy data. You bought a decision you can defend.

If you're shortlisting agencies, see how we compare to Kantar, Ipsos, Vision One, Savanta, YouGov and others — sourced entirely from what each agency states on its own site.