{"id":7815,"date":"2021-05-06T07:40:01","date_gmt":"2021-05-06T10:40:01","guid":{"rendered":"https:\/\/cba-design.com\/latam\/?p=7815"},"modified":"2021-08-24T04:32:34","modified_gmt":"2021-08-24T07:32:34","slug":"insights-empathy-is-the-way","status":"publish","type":"post","link":"https:\/\/cba-design.com\/latam\/en\/insights-empathy-is-the-way\/","title":{"rendered":"Want to know your consumer? Empathy is the pathway"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"7815\" class=\"elementor elementor-7815\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-aa469b1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"aa469b1\" 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-2dc78ff\" data-id=\"2dc78ff\" 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-ab932e5 elementor-widget elementor-widget-image\" data-id=\"ab932e5\" 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\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-01-EN.jpg\" class=\"attachment-large size-large wp-image-8430\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-01-EN.jpg 1201w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-01-EN-1120x654.jpg 1120w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-01-EN-520x304.jpg 520w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-01-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-3f076d3 elementor-widget elementor-widget-text-editor\" data-id=\"3f076d3\" 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. It is a challenging task to make consumer insights known outside the <b>CMI (Consumer &amp; Market Insights)<\/b> department and engage more of the company\u2019s staff in the process of understanding the target consumer.<\/p><p><span>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.<\/span><\/p><p><span>\u00a0<\/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-2a985db elementor-widget elementor-widget-heading\" data-id=\"2a985db\" 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-d01a8de elementor-widget elementor-widget-text-editor\" data-id=\"d01a8de\" 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><span><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.<\/span><\/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><div>\u00a0<\/div>\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-2c8596b elementor-widget elementor-widget-heading\" data-id=\"2c8596b\" 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-6859d21 elementor-widget elementor-widget-text-editor\" data-id=\"6859d21\" 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><p><b>A. Step into someone else\u2019s shoes &#8230; literally<br \/><\/b>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-b0b6450 elementor-widget elementor-widget-image\" data-id=\"b0b6450\" 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\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-02-EN.jpg\" class=\"attachment-large size-large wp-image-8433\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-02-EN.jpg 1201w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-02-EN-1120x653.jpg 1120w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-02-EN-520x303.jpg 520w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/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<div class=\"elementor-element elementor-element-fb21b6a elementor-blockquote--skin-border elementor-widget elementor-widget-blockquote\" data-id=\"fb21b6a\" 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\t\u201cUsing 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\u201d\n\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<div class=\"elementor-element elementor-element-3607116 elementor-widget elementor-widget-text-editor\" data-id=\"3607116\" 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><b>\u00a0<\/b><\/p><p><b>B. Capture moments of life through films, audios and photographs<br \/><\/b>Films and photographs are powerful empathy devices. This thought led the Chinese artist <b>Ai Wei Wei<\/b> to 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 <b>P&amp;G<\/b> is 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. 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-f276f94 elementor-widget elementor-widget-image\" data-id=\"f276f94\" 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\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-03-EN.jpg\" class=\"attachment-large size-large wp-image-8436\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-03-EN.jpg 1201w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-03-EN-1120x654.jpg 1120w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-03-EN-520x304.jpg 520w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/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<div class=\"elementor-element elementor-element-77952e0 elementor-widget elementor-widget-text-editor\" data-id=\"77952e0\" 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><b>\u00a0<\/b><\/p><p><b>C. Immerse in someone else\u2019s world with Virtual Reality (VR)<br \/><\/b>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 CBA B+G, we have devised for <b>Nestl\u00e9<\/b> a 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. To <b>Cibele Rodrigues<\/b>, Research Manager, at CBA B+G, \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-26db172 elementor-widget elementor-widget-image\" data-id=\"26db172\" 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\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-04-EN.jpg\" class=\"attachment-large size-large wp-image-8439\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-04-EN.jpg 1201w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-04-EN-1120x654.jpg 1120w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-04-EN-520x304.jpg 520w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/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-0cfd9f9 elementor-widget elementor-widget-video\" data-id=\"0cfd9f9\" 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<div class=\"elementor-element elementor-element-b3521cf elementor-blockquote--skin-border elementor-widget elementor-widget-blockquote\" data-id=\"b3521cf\" 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\t\u201cThe 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\u201d.\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-064edd2 elementor-widget elementor-widget-text-editor\" data-id=\"064edd2\" 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><b>\u00a0<\/b><\/p><p><b>D. Blend consumers with clients, breaking barriers<br \/><\/b><span>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.<\/span><\/p><p><span>We introduce this concept during our processes, joining clients and consumers to work face-to-face, without one-way mirrors and with no condescension. Today, we do the same remotely. <b>Alex Espinosa<\/b>, 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-67a3c46 elementor-widget elementor-widget-image\" data-id=\"67a3c46\" 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\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-05-EN.jpg\" class=\"attachment-large size-large wp-image-8442\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-05-EN.jpg 1201w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-05-EN-1120x654.jpg 1120w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-05-EN-520x304.jpg 520w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/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<div class=\"elementor-element elementor-element-2cb9728 elementor-widget elementor-widget-text-editor\" data-id=\"2cb9728\" 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><b>\u00a0<\/b><\/p><p><b>E. Join virtual with real, using Augmented Reality (AR)<br \/><\/b><span>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 <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 <a href=\"https:\/\/www.loreal.com\/en\/articles\/science-and-technology\/makeup-virtual-try-on-maybelline\/\" target=\"_blank\" rel=\"noopener\">L&#8217;Or\u00e9al<\/a>, that offers the possibility to virtually try on different lipstick colors before choosing one.<\/span><\/p><p><span>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. 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.<\/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-571d05d elementor-widget elementor-widget-image\" data-id=\"571d05d\" 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\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-06-EN.jpg\" class=\"attachment-large size-large wp-image-8445\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-06-EN.jpg 1201w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-06-EN-1120x654.jpg 1120w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/01-VisualHero80-Empatia-06-EN-520x304.jpg 520w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/05\/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-5a94b1b elementor-widget elementor-widget-heading\" data-id=\"5a94b1b\" 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\"><br>What does the future hold?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bae0073 elementor-widget elementor-widget-text-editor\" data-id=\"bae0073\" 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>\n<p><span>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 <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 <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 <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.<\/span><\/p>\n<p><span>And of course, don\u2019t hesitate to contact us to understand better how we can help your brand use these tools on your behalf. And if this topic inspires you and if you are or know someone who is a business professional, strategist or designer interested in joining our team, write to <b>newtalents@cba-bmaisg.com<\/b> telling us about your expectations, objectives and history. We are always looking for talent!<\/span><\/p>\n<p><span><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.<\/i><\/span><\/p>\n<p><\/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-c5b30ba elementor-widget elementor-widget-spacer\" data-id=\"c5b30ba\" 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<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<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. It is a challenging task to make consumer [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_categorie":[408],"class_list":["post-7815","post","type-post","status-publish","format-standard","hentry","blog_categorie-insights"],"acf":[],"lang":"en","translations":{"en":7815,"pt":8172,"es":8227},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/posts\/7815","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/comments?post=7815"}],"version-history":[{"count":3,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/posts\/7815\/revisions"}],"predecessor-version":[{"id":12008,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/posts\/7815\/revisions\/12008"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/media?parent=7815"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/tags?post=7815"},{"taxonomy":"blog_categorie","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/blog_categorie?post=7815"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}