{"id":12568,"date":"2021-09-28T12:03:19","date_gmt":"2021-09-28T10:03:19","guid":{"rendered":"https:\/\/cba-design.com\/france\/?p=12568"},"modified":"2021-09-28T12:03:19","modified_gmt":"2021-09-28T10:03:19","slug":"2-empathy-to-know-consumer","status":"publish","type":"post","link":"https:\/\/cba-design.com\/france\/en\/2-empathy-to-know-consumer\/","title":{"rendered":"#2 Empathy: The pathway to know your consumer"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"12568\" class=\"elementor elementor-12568\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-49f444b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"49f444b\" 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-e0f13ec\" data-id=\"e0f13ec\" 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-d88d98e elementor-widget elementor-widget-text-editor\" data-id=\"d88d98e\" 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 <a href=\"https:\/\/cba-design.com\/france\/en\/?p=12559&amp;preview=true\">previous issue<\/a>, we explored the idea of empathy, and wondered how it could help companies understand their target audience and find meaningful insights, close to reality. Between storytelling, direct conversation or immersive experience&#8230; a lot of tools allow brands to connect with consumers in a natural way. At CBA, we are convinced that technology is one of the most effective tools for understanding the uses of everyday life.<\/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-dcd1ed5 elementor-widget elementor-widget-spacer\" data-id=\"dcd1ed5\" 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-f7563f9 elementor-widget elementor-widget-heading\" data-id=\"f7563f9\" 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\">\/ Immerse in someone else\u2019s world with Virtual Reality (VR)<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e56cef9 elementor-widget elementor-widget-text-editor\" data-id=\"e56cef9\" 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>The VR technology uses a headset to place the spectator in a virtual environment with a 360 view, providing a more intimate and active immersion. For some people, technology is undoubtedly the best way to step into other people\u2019s shoes. Technology has been used in games, science and arts, to recreate the way\u00a0<a href=\"https:\/\/www.spectrumnews.org\/features\/deep-dive\/virtual-reality-transforming-autism-studies\/\" target=\"_blank\" rel=\"noopener\">autistic people<\/a>\u00a0perceive the world, and as an invitation to reflect upon the\u00a0<a href=\"https:\/\/acuteart.com\/artist\/marina-abramovic\/\" target=\"_blank\" rel=\"noopener\">effects of global warming<\/a>.<\/p><p>At <a href=\"https:\/\/cba-design.com\/latam\/en\/\">CBA B+G<\/a>, we have devised for\u00a0<b>Nestl\u00e9<\/b>\u00a0a VR Project \u2013 Consumer Connections \u2013 to immerse in the lives of the target-consumers of three major brands of the company. One of the project\u2019s expectations was to give everyone in the company \u2013 regardless of work department or position \u2013 the possibility to get to know the daily lives of people from different realities. The tool made it possible, for example, to follow a typical day in the life of Luiza, a teenager who lives in S\u00e3o Paulo and loves KitKat and skating.\u00a0<\/p><p>To\u00a0<b>Cibele Rodrigues<\/b>, Research Manager, at <a href=\"https:\/\/cba-design.com\/latam\/en\/\">CBA B+G<\/a>, \u201cthe project was enriching and powerfully delightful. It refreshed the target, putting everyone on the same page. Moreover, we escaped the traditional reports, showing more humane journeys. At the end of the day, the figures made more sense, allowing executives to take more assertive decisions, closer to the consumer\u201d<\/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-dfd1959 elementor-widget elementor-widget-image\" data-id=\"dfd1959\" 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\/01-VisualHero80-Empatia-04-EN.jpg\" class=\"attachment-large size-large wp-image-12421\" alt=\"\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-04-EN.jpg 1201w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-04-EN-1120x654.jpg 1120w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-04-EN-520x304.jpg 520w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-04-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<div class=\"elementor-element elementor-element-18573e1 elementor-widget elementor-widget-video\" data-id=\"18573e1\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"clipboard-write\" title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/542338707?color&amp;autopause=0&amp;loop=0&amp;muted=0&amp;title=1&amp;portrait=1&amp;byline=1#t=\"><\/iframe>\t\t<\/div>\n\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-699dd5f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"699dd5f\" 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-e5c0a80\" data-id=\"e5c0a80\" 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-f51d6e6 elementor-blockquote--skin-clean elementor-widget elementor-widget-blockquote\" data-id=\"f51d6e6\" 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\tThe immersion project using VR was one of the most incredible we have ever experienced, which made us think \u2018why haven\u2019t we done that before?\u2019 The possibility to follow parts of consumers\u2019 life is the icing on the cake for any insight or marketing professional. The approach was fundamental to make us understand the best moments and ways to connect with them\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\">Demer Santos, Consumer &amp; Marketplace Insight Manager, Nestl\u00e9<\/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<div class=\"elementor-element elementor-element-8ec3aa8 elementor-widget elementor-widget-spacer\" data-id=\"8ec3aa8\" 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\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-36e4718 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"36e4718\" 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-5979818\" data-id=\"5979818\" 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-a71202f elementor-widget elementor-widget-heading\" data-id=\"a71202f\" 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\">\/ Join virtual with real, using Augmented Reality (AR)<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-64dd28a elementor-widget elementor-widget-text-editor\" data-id=\"64dd28a\" 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>AR has also been gaining space in our lives. This technology make it possible to mix elements from the virtual and real worlds with the advantage of being much more accessible, since it doesn\u2019t require a headset and can be easily developed in an app. It has been largely used, both by entertainment games (who remembers the Pok\u00e9mon Go fever?) as by brands that provide a product trial without the need to leave home. That\u2019s the case of\u00a0<a href=\"https:\/\/apps.apple.com\/us\/app\/ikea-place\/id1279244498\" target=\"_blank\" rel=\"noopener\">Ikea<\/a>, that simulates how your sofa would look in your sitting room; or\u00a0<a href=\"https:\/\/www.loreal.com\/en\/articles\/science-and-technology\/makeup-virtual-try-on-maybelline\/\" target=\"_blank\" rel=\"noopener\">L\u2019Or\u00e9al<\/a>, that offers the possibility to virtually try on different lipstick colors before choosing one.<\/p><p>But how is augmented reality used in research and Innovation? We have recently developed, together with one of our business partners, an app that used AR in a disruptive way, to make a survey about absorbent pads products. Consumers were able to try different shapes and sizes of new products, simulating real use by projecting them in their panties or bikinis.\u00a0<\/p><p>To Alex Espinosa, \u201ctechnology allows prototypes and products to reach millions of homes without the need of physically producing any of them, in real-time tests that result in products that better fit the target-consumer. It is the fastest and most effective way to validate your MVP (Minimum Viable Product) with consumers and find the added value and possible improvements within minutes\u201d.<\/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-ccbc281 elementor-widget elementor-widget-image\" data-id=\"ccbc281\" 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-06-EN.jpg\" class=\"attachment-large size-large wp-image-12426\" alt=\"\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-06-EN.jpg 1201w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-06-EN-1120x654.jpg 1120w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-06-EN-520x304.jpg 520w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/07\/01-VisualHero80-Empatia-06-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<div class=\"elementor-element elementor-element-8d0df10 elementor-widget elementor-widget-spacer\" data-id=\"8d0df10\" 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-d7b183f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d7b183f\" 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-8c0cd8e\" data-id=\"8c0cd8e\" 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-bda40d0 elementor-widget elementor-widget-heading\" data-id=\"bda40d0\" 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\">What does the future hold?<p> &lt;p size=&quot;10pt&quot; empathy <\/p><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3722b60 elementor-widget elementor-widget-text-editor\" data-id=\"3722b60\" 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>We may safely assume that extended reality will continue to evolve and improve to achieve astounding results. We bet on the use of Augmented Reality and other hybrid formats that explore the best of technology to project reality as perceived by others without disregarding human contact. Definitely, digital and analog realities are complementary in capturing insights more sensitively.<\/p><p>To delve into this issue of empathy and its tools more deeply, we recommend watching the TED talk by the Australian philosopher Roman Krznaric about how to start an\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=RT5X6NIJR88&amp;ab_channel=TEDxTalks\" target=\"_blank\" rel=\"noopener\">empathy revolution<\/a>, as well as the New Yorker\u2019s beautiful immersive animated short-documentary film about\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=FGUyo5dxke8&amp;t=935s\" target=\"_blank\" rel=\"noopener\">detention camps in China<\/a>. If you don\u2019t have a\u00a0<a href=\"https:\/\/www.google.com\/search?q=comprar+um+cardboard&amp;source=lmns&amp;bih=649&amp;biw=1248&amp;hl=pt-BR&amp;sa=X&amp;ved=2ahUKEwijlu3h6e7vAhVDqZUCHcdcBQcQ_AUoAHoECAEQAA\" target=\"_blank\" rel=\"noopener\">VR headset or cardboard yet<\/a>, it\u2019s worth buying one and start playing with these new possibilities.<\/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-f9984a8 elementor-widget elementor-widget-text-editor\" data-id=\"f9984a8\" 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><i>This article had the contribution of: Carmen Beer, Ana Cerqueira, Giuliana Sanchez, Tha\u00edsa Miyahara, Ana Paula Moreno, Alex Espinosa, Cibele Rodrigues, Demer Santos, M\u00f4nica Fernandes, Josy Lamenza, Daniela Irrazabal, Rosario Maglione, Renato Storni and Luis Bartolomei from <a href=\"https:\/\/cba-design.com\/latam\/en\/\">CBA B+G<\/a><\/i><\/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>In the previous issue, we explored the idea of empathy, and wondered how it could help companies understand their target audience and find meaningful insights, close to reality. Between storytelling, direct conversation or immersive experience&#8230; a lot of tools allow brands to connect with consumers in a natural way. At CBA, we are convinced that [&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-12568","post","type-post","status-publish","format-standard","hentry","blog_categorie-insights"],"acf":[],"lang":"en","translations":{"en":12568,"fr":12532},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/12568","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=12568"}],"version-history":[{"count":3,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/12568\/revisions"}],"predecessor-version":[{"id":12680,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/12568\/revisions\/12680"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/media?parent=12568"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/tags?post=12568"},{"taxonomy":"blog_categorie","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/blog_categorie?post=12568"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}