Empathy can and should impact marketing at three levels – understanding, engagement and behaviour management. It is essential to start by embracing empathy as an avenue to understand customers and potential customers better. Ideally, this will involve developing an appreciation of how customers and potential customers think and feel – and what they will respond […]

Empathy can and should impact marketing at three levels – understanding, engagement and behaviour management. It is essential to start by embracing empathy as an avenue to understand customers and potential customers better. Ideally, this will involve developing an appreciation of how customers and potential customers think and feel – and what they will respond to. Learn from watching your customer use your product in their context.  A business developing a new home improvement product talked to 35 participants to find out what they were struggling with within their yards. Each participant narrated a video tour of their yards using their smartphone. They specifically discussed what they liked and disliked about various products – in the content of their own back yard and their requirements. The research team then reviewed the transcripts focusing on what consumers thought of products while seeing them active in their yards. The process enabled the…