TNS Blog

THE ART OF CONSUMER EMPATHY IN INNOVATION - PART III: INSIGHT TECHNIQUES

May 6th, 2010

[From Food Trends Blog: Food & Beverage Matters]

Insight Techniques

In Empathy Part II we introduced three questions to assess and enhance your organization's consumer empathy, and reviewed the role of consumer respect. This third post examines how techniques like consumer communities and ethnography can be pushed to deliver deeper consumer intimacy for your organization.

Assessing Empathy:
1. Does your organization respect consumers across all touch points?
2. Do your approaches to deep-rooted understanding maximize your insight AND empathy?
3. Do you LIVE your consumer?

Do Your Approaches to Deep-rooted Understanding Maximize Your Insight AND Empathy?

Of the many tools employed to unearth empathy-driving insight, well-utilized consumer communities and well-constructed ethnographic studies can enhance insight and consumer intimacy greatly, revealing deep-rooted motivations and behaviors. This deeper understanding is often what makes possible the "aha moment" so necessary for putting the "Wow!" in our innovation.

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