Discover why customers selected your brand or other alternatives that get the job done.
People buy products and services to fulfil a need. It might be as simple as something to pass the time while waiting in line, or to pack a healthy school lunch for their child, or a new premium watch, to reflect success.
But whatever that need is, it’s what your customers care about at the time they consider it. And it’s how they’ll engage with you on an emotional, as well as a functional level. It’s this emotional engagement that big data alone cannot deliver.
Ask them directly, and most people don’t really know what they want. That’s why standard Q&A interviews don’t work. But empathy interviewing is more like a conversation. With a skilled interviewer, it unfolds naturally, encouraging people to speak from the heart, revealing what’s really important to them and why they behave in a certain way.
Like a trusted therapist, the insights we glean from these carefully targeted conversations can teach you much more about where your customers are coming from and how they experience your brand.

Empathy Map Tool
Observe users in their natural environment
When we pair empathy interviewing with behavioral observations and the “job to be done” interviews, we gain a deeper sense of who your customers are and which product/brand they hire to get the job done. This will help designing and delivering smart solutions for them.
Seeing your customers in a natural setting reveals not only which products they use, but also their feelings about those products. It also gives you instant snapshots of their interactions with your touch points, exposing any irritations or frustrations they may experience.
Gaining insight into how your customers feel about you is key to developing better ways to reach them. It can help you to build a meaningful conversation with your audience, so you’ll stand out from your competitors. And if it’s handled right, that conversation will lead to greater brand loyalty and generate lasting revenues.
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