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The return on empathy

Magali Charmot, Research & Innovation Team Leader, Seek Company

Companies are on a constant quest to innovate, problem solve, and gain better and deeper insights into how to engage with their customers. In this session, you’ll discover the important role empathy plays in achieving those goals. But engaging in true empathy is tough. Many businesses and brands struggle to do it consistently and with authenticity. We’ll explore the neuroscience behind empathy, then demonstrate how businesses can use it as a tool for making better connections with their customers. You’ll also see ways that empathic thinking can lead to product innovation.

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The return on empathy

  1. 1. #RelateLive The return on empathy
  2. 2. Magali Charmot Seek Company Research & Innovation Team Lead @magcha
  3. 3. The Case For Empathy
  4. 4. Empathic Insights Story Big Ideas Brand Equity Renewal Creative Brief Seek’s Process and Products Founded in Human Science From Academic Sources
  5. 5. Take a moment to reflect… Why did you get into this line of work?
  6. 6. Let’s try to solve a problem together.
  7. 7. M 33 %F 67 % Gender 18- 25 12 % 26- 34 25 % 35- 44 43 % 45+ 19 % Age 11 9 8 7 7 10 8 7 7 76% 7% 8% 9% 10% 11% <1yr 1-5 yrs 6-10 yrs 11-15 yrs 16+ yrs AveragehbA1C Time Since Diax Lifestyle & Psychographics Key Category Attitudes: Primary Non-Adherence Drivers: (1-2) Disagree or strongly disagree (3) Neither agree nor disagree (4) Agree or Strongly Agree My health is my responsibility 8% 23% 69% (145 index) My doctor is my partner in health 31% 41% (122 index) 28% I am in control of my diabetes 21% (77 index) 44% 35% I am dedicated to BG control 18% 26% 66% (138 index) • Lack of time / too busy (141 index) • Forgetting (123 index) • Supplies Unavail / Not On Hand (113 index) • Inconvenient / Too Complicated (110 index) • Insurance / Cost (67 index) • No desire / Not Important (37 index) • HHI $75M-$125M • Professional occupations / FT employment • OI in dual-parent / dual-income homes • Family / Kids Most Important • Desires more time with family Meet Segment: Perfectionist Procrastinator
  8. 8. What would you make for our segment?
  9. 9. Meet Emily
  10. 10. What’s the last thing you’d do for Emily?
  11. 11. So what just happened?
  12. 12. Empathy.
  13. 13. Why Empathy? Head Heart Gut
  14. 14. Contagious v. Cognitive
  15. 15. Problem Solving and the Evolved Brain Lizard Brain - basic survival heartbeat, respiration, basic movement Thinking vs Feeling Limbic Brain - unconscious and preconscious thought sensory processing, primitive memory, unconscious emotional reactions. problem solving from previous experience New Brain - mostly unconscious thought planning /problem solving/instinct ๏ Cerebellum ๏ Hypothalamus ๏ Thalamus ๏ Parietal lobe Temporal lobe ๏ Sensorimotor Pituitary Frontal lobe ๏ Prefrontal area ๏ Brain stem
  16. 16. Prefrontal Cortex Responsible for higher cognitive functions: planning, distinguishing right from wrong, determining what is socially appropriate behavior and decision-making.
  17. 17. Full Body Problem Solving Central Nervous System (CNS) Enteric Nervous System (ENS) Head Heart Gut Three nervous systems: Autonomic Nervous System (ANS)
  18. 18. Story.
  19. 19. “A story can go where quantitative analysis is denied admission: our hearts. Data can persuade people, but it doesn’t inspire them to act; to do that, you need to wrap your vision in a story that fires the imagination and stirs the soul.” Harrison Monarth NYT Best-Selling Business Author & Executive Coach
  20. 20. M 33 %F 67 % Gender 18- 25 12 % 26- 34 25 % 35- 44 43 % 45+ 19 % Age 11 9 8 7 7 10 8 7 7 76% 7% 8% 9% 10% 11% <1yr 1-5 yrs 6-10 yrs 11-15 yrs 16+ yrs AveragehbA1C Time Since Diax Lifestyle & Psychographics Key Category Attitudes: Primary Non-Adherence Drivers: (1-2) Disagree or strongly disagree (3) Neither agree nor disagree (4) Agree or Strongly Agree My health is my responsibility 8% 23% 69% (145 index) My doctor is my partner in health 31% 41% (122 index) 28% I am in control of my diabetes 21% (77 index) 44% 35% I am dedicated to BG control 18% 26% 66% (138 index) • Lack of time / too busy (141 index) • Forgetting (123 index) • Supplies Unavail / Not On Hand (113 index) • Inconvenient / Too Complicated (110 index) • Insurance / Cost (67 index) • No desire / Not Important (37 index) • HHI $75M-$125M • Professional occupations / FT employment • OI in dual-parent / dual-income homes • Family / Kids Most Important • Desires more time with family Meet Segment: Perfectionist Procrastinator
  21. 21. The Goal: Humanize the people you’re trying to serve
  22. 22. “Shared stories are the only way anyone has for escaping the straightjacket of self.” -Richard Powers
  23. 23. Creative Credits: Title: Always #Like A Girl Client: P&G Agency: Leo Burnett Chicago, Toronto, London/Holler Chief Creative Officer: Judy John Creative Directors: Judy John, Becky Swanson Digital Creative Director: Milos Obradovic Writers: AJ Hassan, Angel Capobianco Art Directors: Hmi Hmi Gibbs, Nick Bygraves Agency Producer: Adine Becker Director: Lauren Greenfield Production Company: Chelsea Films Editor: Kathryn Hempel Editing Company: Cutters Brand Planners: Karuna Rawal, Anna Coscia and Rachel Darville Digital Planner: Laura Jones Account Lead: Annette Sally, Account Management: Heidi Philip , Gaia Gilardini, Sandy Kolkey, Lisa Bamber, Susan Lulich, Shaina Holtz, Matteo Carcassola Participation Director: Jake Bruene Media Agency: SMG PR Agency: MSL​
  24. 24. Unearths age old tensions that we all share.
  25. 25. 30 Creative Credits: Title: Always Father & Son: The Postcard Agency: Internal Executive Creative Director - Liam Shannon Creative Director - Kim DiVincenzo Senior Producer - Maura Larose Director - Greg Gray
  26. 26. “Delivers a Person from Certainty.” -Richard Powers
  27. 27. What Do You Know About These Ladies?
  28. 28. "It seems to me that evil—the word of the hour, again—might be the willful destruction of empathy. Evil is the refusal to see oneself in others. …But I do know that when I read a particularly moving and achieved work of fiction, I feel myself succumbing to all kinds of contagious rearrangement. Only inhabiting another’s story can deliver us from certainty." Richard Powers American Novelist & Philosopher
  29. 29. Why did you get into this line of work? Take a moment to reflect…
  30. 30. Happiness.
  31. 31. Magali Charmot Research & Innovation Team Lead Seek Company magali@seekcompany.com Find Brilliance.
  32. 32. Empathy Workshop Magali Charmot Research & Innovation Team Lead Magali@seekcompany.com
  33. 33. 40 With Presence & Curiosity EMPA THY Orbiting Planet Empathy
  34. 34. 41 AGGRESSIVEN ESS REMORCE L O V E PLUTCHIK’ Swheel of emotions AWE The Common Human Bond Plutchik’s Wheel of Emotions
  35. 35. Your Turn.
  36. 36. On the Surface Details Below the Surface Details Capture your heartfelt emotions and gut impulses. Resolve Your Partner’s Tension A story from the future
  37. 37. Share Your Resolution Stories.
  38. 38. What Did You Feel?

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