Launch for New UK B2B Firm 'The Reality Department'

In the UK, former Savanta and YouGov researcher Jake Pryszlak has launched a B2B insight agency called The Reality Department.

Pryszlak (pictured) has around a decade of market research experience including client-side and tech roles, and agency work for YouGov and as an Account Director at Savanta.

Pryszlak says the name of the new company reflects his desire to escape from 'vanilla' B2B research, as does the strapline 'Reality. Properly understood.' He comments: 'Most B2B research doesn't give you reality. It gives you a version of reality the client already had in their head, with numbers attached. I wanted a name that made the promise.'

With access to a panel of 'more than 45 million individuals', the new firm will treat a report as just one of many output options, and not the end of a project. 'We don't hand you findings and walk away,' says Pryszlak. Instead, every output will be 'built to travel inside the client's business.' These might include short-form video summaries, podcast snippets or standalone insight pages to be dropped into Teams, Slack or an email.

At start-up the company is working with technology and financial services clients, providing audience research, brand & reputation tracking, and insights to support and drive content and thought leadership. It is also set to publish its own data on 'how businesses actually think,' principally through a regular report called the Business Reality Index, which looks at how UK businesses are 'actually planning, hiring and spending.'

The new company is online at www.realitydepartment.co.uk .