{"id":12559,"date":"2021-07-20T16:13:11","date_gmt":"2021-07-20T14:13:11","guid":{"rendered":"https:\/\/cba-design.com\/france\/?p=12559"},"modified":"2021-07-20T16:20:32","modified_gmt":"2021-07-20T14:20:32","slug":"1-empathy-to-know-consumer","status":"publish","type":"post","link":"https:\/\/cba-design.com\/france\/en\/1-empathy-to-know-consumer\/","title":{"rendered":"#1 Empathy: The pathway to know your consumer"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"12559\" class=\"elementor elementor-12559\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f061cce elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"f061cce\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-45d84dd\" data-id=\"45d84dd\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-8050d56 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8050d56\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-3c6d7b9\" data-id=\"3c6d7b9\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2663a5f elementor-widget elementor-widget-text-editor\" data-id=\"2663a5f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>With the rise of digital, and more specifically of social media, a wide range of solutions and tools have been developed, allowing brands to become more embedded in consumers&#8217; daily lives.\u00a0Those who succeed in being integrate in a natural way thank empathy offer valuable insights on their uses and consumption habits, thereby transforming the way they are perceived by brands.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4bbab1e elementor-widget elementor-widget-image\" data-id=\"4bbab1e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1201\" height=\"701\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/Empathy_01.jpg\" class=\"attachment-large size-large wp-image-12600\" alt=\"\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/Empathy_01.jpg 1201w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/Empathy_01-1120x654.jpg 1120w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/Empathy_01-520x304.jpg 520w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/Empathy_01-768x448.jpg 768w\" sizes=\"(max-width: 1201px) 100vw, 1201px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0367ee0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0367ee0\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-aa6a8c3\" data-id=\"aa6a8c3\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-da4f3fc elementor-widget elementor-widget-text-editor\" data-id=\"da4f3fc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>In the day-to-day life of big corporations, agencies or consulting companies it\u2019s easy to forget the target consumer\u2019s reality. Although consumers are on the core of everything that is done, thought and designed, oftentimes stakeholders know them through figures and reports, but rarely see them in flesh.\u00a0<\/p><p>It is a challenging task to make consumer insights known outside the\u00a0<b>CMI (Consumer &amp; Market Insights)<\/b>\u00a0department and engage more of the company\u2019s staff in the process of understanding the target consumer.<\/p><p>Today there is an increasing tendency to value big data and artificial intelligence \u2013 which we, at CBA B+G, totally support. However, we can\u2019t forget the great value of building emotional and human ties throughout the research and innovation process, by using tools that promote an empathetic immersion in the lives of consumers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a61a79d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a61a79d\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-63d07c3\" data-id=\"63d07c3\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-77c230f elementor-widget elementor-widget-heading\" data-id=\"77c230f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Empathy boosts transformation<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-777bbc8 elementor-widget elementor-widget-text-editor\" data-id=\"777bbc8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>But what exactly does empathy mean? According to the Australian philosopher Roman Krznaric, it\u2019s about finding shared humanity. He believes that we are urgently in need of empathy to create the \u2018social glue\u2019 to hold our society together. From a business point of view, empathizing with consumers is not only \u2018cool\u2019; we believe it also leads to transforming, effective and positive results, in three different ways:<\/p><ul><li><b>Empathy benefits companies<\/b>, promoting internal engagement: stepping into other people\u2019s shoes makes us appreciate them more, they grow in importance before our eyes. Therefore, it is fundamental to have the different teams of a company look at the final consumer with more empathy. This approach will promote a higher level of engagement with the product or service that is being developed.<\/li><li><b>Empathy drives purpose<\/b>: more than ever, we are aware that brands must build a\u00a0<a href=\"https:\/\/www.cba-bmaisg.com\/en\/what-we-think\/on-the-move-we-have-to-talk-about-brands-and-activism?l=en\" target=\"_blank\" rel=\"noopener\">positive impact<\/a>\u00a0territory. An empathic attitude is a great way to get there, as it implies in considering consumer\u2019s needs and wishes beyond the offer, trying to understand how to foster well-being in a broader sense.<\/li><li><b>Empathy leads to more assertive innovation<\/b>: In the light of empathy, consumers are viewed as people, and not just consumers. All of a sudden, \u2018target AB 18-25\u2019 gets a name, a history, a life. Thus, we can experience their needs, priorities, creating purpose-driven products and services.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0ace193 elementor-widget elementor-widget-spacer\" data-id=\"0ace193\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8f0122b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8f0122b\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d2b6a4f\" data-id=\"d2b6a4f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-40b349c elementor-widget elementor-widget-heading\" data-id=\"40b349c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How can we be more empathetic towards consumers?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bf43e31 elementor-widget elementor-widget-text-editor\" data-id=\"bf43e31\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Storytelling is at the heart of any empathic process, and there are countless tools, non-digital, hybrid or completely virtual which engage the spectator in the story in a simple, touching and impactful way. Here are some tools and examples that can be applied to society and by brands.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0665281 elementor-widget elementor-widget-heading\" data-id=\"0665281\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">\/ \u201cStep into someone else\u2019s shoes\u201d&nbsp;\u2026&nbsp;litErallY<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b145e49 elementor-widget elementor-widget-text-editor\" data-id=\"b145e49\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>If empathy means to step into other people\u2019s shoes, then why not literally do that? That is the proposal of the initiative called\u00a0<a href=\"https:\/\/www.sea.museum\/whats-on\/exhibitions\/a-mile-in-my-shoes\" target=\"_blank\" rel=\"noopener\">\u201cA mile in my shoes\u201d<\/a>\u00a0from the Australian National Maritime Museum, which invites visitors to wear shoes that belong to other (real!) people and listen to them telling parts of their stories. In S\u00e3o Paulo, the exhibition\u00a0<a href=\"https:\/\/www1.folha.uol.com.br\/ilustrada\/2018\/05\/exposicao-cria-ambiente-de-imersao-no-universo-da-terceira-idade.shtml\" target=\"_blank\" rel=\"noopener\">\u201cDi\u00e1logo com o Tempo\u201d<\/a>\u00a0(Dialogue with Time), hosted by Unibes Cultural, has created an immersion environment in the universe of old age, inspired by the same principle.<\/p><p>At CBA B+G, we have applied the same idea during an Innovation workshop held for Plenitude \u2013 a brand of disposable underwear, designed for people who suffer from incontinency. We have asked the participants to wear the underwear for three days, to put themselves in the consumers\u2019 shoes and better understand their needs.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1214256 elementor-widget elementor-widget-image\" data-id=\"1214256\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1201\" height=\"700\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-02-EN.jpg\" class=\"attachment-large size-large wp-image-12418\" alt=\"\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-02-EN.jpg 1201w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-02-EN-1120x653.jpg 1120w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-02-EN-520x303.jpg 520w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-02-EN-768x448.jpg 768w\" sizes=\"(max-width: 1201px) 100vw, 1201px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-e02e161 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e02e161\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-2b52e6c\" data-id=\"2b52e6c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e72318e elementor-blockquote--skin-clean elementor-widget elementor-widget-blockquote\" data-id=\"e72318e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"blockquote.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<blockquote class=\"elementor-blockquote\">\n\t\t\t<p class=\"elementor-blockquote__content\">\n\t\t\t\tUsing the product myself was revealing. We have always focused on absorption, however I noticed opportunities to go beyond. These insights led to new innovative attributes for the product, which are currently being developed by our Engineering team. Today we are close to offering one more benefit to better meet our consumers\u2019 needs\t\t\t<\/p>\n\t\t\t\t\t\t\t<div class=\"e-q-footer\">\n\t\t\t\t\t\t\t\t\t\t\t<cite class=\"elementor-blockquote__author\">M\u00f4nica Fernandes, CSI Adult Care Leader, Kimberly-Clark<\/cite>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-aaf9bd1 elementor-widget elementor-widget-spacer\" data-id=\"aaf9bd1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d415305 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d415305\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-889faa8\" data-id=\"889faa8\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8f48cc9 elementor-widget elementor-widget-heading\" data-id=\"8f48cc9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">\/ Capture moments of life through films, audios and photographs<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f1f0be6 elementor-widget elementor-widget-text-editor\" data-id=\"f1f0be6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Films and photographs are powerful empathy devices. This thought led the Chinese artist\u00a0<b>Ai Wei Wei<\/b>\u00a0to create the film\u00a0<a href=\"https:\/\/creativehiveblog.wordpress.com\/2018\/04\/29\/empathy-or-apathy-human-flow-by-ai-wei-wei\/\" target=\"_blank\" rel=\"noopener\">\u201cHuman Flow\u201d<\/a>\u00a0to raise global awareness about the refugees crisis. Brands also make use of empathetic films to create impactful campaigns.\u00a0<a href=\"https:\/\/www.wk.com\/work\/p-and-g-thank-you-mom\/\" target=\"_blank\" rel=\"noopener\">\u201cThank you, Mom\u201d<\/a>, the most successful campaign in the history of\u00a0<b>P&amp;G<\/b>\u00a0is really touching because it effectively puts spectators in the place of mothers, creating a strong sense of identification.<\/p><p>At CBA B+G, we have been running ethnographic surveys and online diaries about consumers\u2019 journey, asking them to film moments of their lives using their mobile cameras. For one of the partners we work with, from a hitchhiking app, we used the methodology \u2018fear accounts\u2019, through which we kept in touch with the app users via WhatsApp during a week, asking them to send us an audio each time they got scared when using the service, telling us what happened and how they felt.<\/p><p>\u00a0 <br \/>This method allowed us to capture real and touching stories, spontaneously.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-98d0e9c elementor-widget elementor-widget-image\" data-id=\"98d0e9c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1201\" height=\"701\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-03-EN.jpg\" class=\"attachment-large size-large wp-image-12420\" alt=\"\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-03-EN.jpg 1201w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-03-EN-1120x654.jpg 1120w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-03-EN-520x304.jpg 520w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-03-EN-768x448.jpg 768w\" sizes=\"(max-width: 1201px) 100vw, 1201px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ee73345 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ee73345\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-338f6b1\" data-id=\"338f6b1\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-39a7e25 elementor-widget elementor-widget-spacer\" data-id=\"39a7e25\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ceeb87f elementor-widget elementor-widget-heading\" data-id=\"ceeb87f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">\/ Blend consumers with clients, breaking barriers<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4753cfd elementor-widget elementor-widget-text-editor\" data-id=\"4753cfd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Who says we cannot mix consumers and clients, spectators and artists, experts and laypeople? Breaking these barriers is also a powerful way to connect people and develop empathy.<\/p><p>We introduce this concept during our processes, joining clients and consumers to work face-to-face, without one-way mirrors and with no condescension.<span>Today, we do the same remotely.\u00a0<\/span><\/p><p><b>Alex Espinosa<\/b><span>, CBA B+G\u2019s managing partner and Head of Innovation, explains that the objective is to \u201ccreate ecosystems where clients, consumers, mentors and experts co-create together with a common purpose, enabling a multi perspective view of the challenge and incorporating experiences that boost the developed solution\u201d.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a03ac50 elementor-widget elementor-widget-image\" data-id=\"a03ac50\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1201\" height=\"701\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-05-EN.jpg\" class=\"attachment-large size-large wp-image-12423\" alt=\"\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-05-EN.jpg 1201w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-05-EN-1120x654.jpg 1120w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-05-EN-520x304.jpg 520w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-05-EN-768x448.jpg 768w\" sizes=\"(max-width: 1201px) 100vw, 1201px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e1ffac7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e1ffac7\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d47d38c\" data-id=\"d47d38c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ff8f560 elementor-widget elementor-widget-spacer\" data-id=\"ff8f560\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2992603 elementor-widget elementor-widget-text-editor\" data-id=\"2992603\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Many other tools allow companies to adopt a more empathetic approach with consumers and thus build a more emotional and human relationship with them. In the <a href=\"https:\/\/cba-design.com\/france\/en\/?p=12568&amp;preview=true\">next issue<\/a> dedicated to empathy, we will explore together how different digital tools, such as <a href=\"https:\/\/cba-design.com\/france\/en\/non-classe\/influence-of-women-in-design\/\">Virtual Reality<\/a> or <a href=\"https:\/\/cba-design.com\/france\/en\/?p=12568&amp;preview=true\">Augmented Reality<\/a>, could be effective solutions to better meet the needs of targets and formulate meaningful insights.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bf6daad elementor-widget elementor-widget-text-editor\" data-id=\"bf6daad\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em><span class=\"TextRun SCXW60629009 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW60629009 BCX0\">Cet article a pu voir le jour gr\u00e2ce \u00e0 la contribution de : Carmen Beer, Ana\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2 SCXW60629009 BCX0\">Cerqueira<\/span><span class=\"NormalTextRun SCXW60629009 BCX0\">,\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2 SCXW60629009 BCX0\">Giuliana<\/span><span class=\"NormalTextRun SCXW60629009 BCX0\">\u00a0Sanchez,\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2 SCXW60629009 BCX0\">Tha\u00edsa<\/span><span class=\"NormalTextRun SCXW60629009 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2 SCXW60629009 BCX0\">Miyahara<\/span><span class=\"NormalTextRun SCXW60629009 BCX0\">, Ana Paula Moreno, Alex Espinosa,\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2 SCXW60629009 BCX0\">Cibele<\/span><span class=\"NormalTextRun SCXW60629009 BCX0\">\u00a0Rodrigues, Demer Santos,\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2 SCXW60629009 BCX0\">M\u00f4nica<\/span><span class=\"NormalTextRun SCXW60629009 BCX0\">\u00a0Fernandes, Josy\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2 SCXW60629009 BCX0\">Lamenza<\/span><span class=\"NormalTextRun SCXW60629009 BCX0\">, Daniela\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2 SCXW60629009 BCX0\">Irrazabal<\/span><span class=\"NormalTextRun SCXW60629009 BCX0\">, Rosario\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2 SCXW60629009 BCX0\">Maglione<\/span><span class=\"NormalTextRun SCXW60629009 BCX0\">, Renato\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2 SCXW60629009 BCX0\">Storni<\/span><span class=\"NormalTextRun SCXW60629009 BCX0\">\u00a0and Luis\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2 SCXW60629009 BCX0\">Bartolomei<\/span><span class=\"NormalTextRun SCXW60629009 BCX0\">.<\/span><\/span><span class=\"EOP SCXW60629009 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>With the rise of digital, and more specifically of social media, a wide range of solutions and tools have been developed, allowing brands to become more embedded in consumers&#8217; daily lives.\u00a0Those who succeed in being integrate in a natural way thank empathy offer valuable insights on their uses and consumption habits, thereby transforming the way [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_categorie":[90],"class_list":["post-12559","post","type-post","status-publish","format-standard","hentry","blog_categorie-insights"],"acf":[],"lang":"en","translations":{"en":12559,"fr":12411},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/12559","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/comments?post=12559"}],"version-history":[{"count":3,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/12559\/revisions"}],"predecessor-version":[{"id":12681,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/12559\/revisions\/12681"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/media?parent=12559"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/tags?post=12559"},{"taxonomy":"blog_categorie","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/blog_categorie?post=12559"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}