The return on empathy
Transcript of The return on empathy
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#RelateLive
The return on empathy
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Magali CharmotSeek CompanyResearch & Innovation Team Lead
@magcha
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The Case For Empathy
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Empathic Insights Story
Big Ideas
Brand Equity Renewal
Creative Brief
Seek’s Process and Products
Founded in Human Science From Academic Sources
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Take a moment to reflect…
Why did you get into this line of work?
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Let’s try to solve a problem together.
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M33%F
67%
Gender
18-2512%
26-3425%
35-4443%
45+19%
Age
11
9
8 7 7
10
8
7 7 76%
7%
8%
9%
10%
11%
<1yr 1-5 yrs 6-10 yrs 11-15 yrs 16+ yrs
Ave
rage
hb
A1C
Time Since Diax
Lifestyle & Psychographics
Key Category Attitudes: Primary Non-Adherence Drivers:
(1-2) Disagree
or strongly
disagree
(3)
Neither agree
nor disagree
(4) Agree or
Strongly Agree
My health is my
responsibility8% 23%
69% (145
index)
My doctor is my
partner in
health
31%41% (122
index)28%
I am in control
of my diabetes21% (77 index) 44% 35%
I am dedicated
to BG control18% 26%
66% (138
index)
• Lack of time / too busy (141 index)
• Forgetting (123 index)
• Supplies Unavail / Not On Hand (113 index)
• Inconvenient / Too Complicated (110 index)
• Insurance / Cost (67 index)
• No desire / Not Important (37 index)
• HHI $75M-$125M
• Professional occupations / FT employment
• OI in dual-parent / dual-income homes
• Family / Kids Most Important
• Desires more time with family
Meet Segment: Perfectionist Procrastinator
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What would you make for our segment?
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Meet Emily
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What’s the last thing you’d do for Emily?
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So what just happened?
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Empathy.
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Why Empathy?
Head
Heart
Gut
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Contagious v. Cognitive
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Problem Solving and the Evolved Brain
Lizard Brain - basic survival
heartbeat, respiration, basic movement
Thinking vs Feeling
Limbic Brain - unconscious and preconscious
thought sensory processing, primitive memory,
unconscious emotional reactions.
problem solving from previous experience
New Brain - mostly unconscious thought
planning /problem solving/instinct
๏ Cerebellum
๏ Hypothalamus
๏ Thalamus
๏
Parietal lobe
Temporal lobe
๏ Sensorimotor
Pituitary
Frontal lobe
๏ Prefrontal area
๏ Brain stem
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Prefrontal Cortex
Responsible for higher cognitive functions:
planning, distinguishing right from wrong,
determining what is socially appropriate
behavior and decision-making.
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Full Body Problem Solving
Central Nervous System (CNS)
Enteric Nervous System (ENS)
Head
Heart
Gut
Three nervous systems:
Autonomic Nervous System (ANS)
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Story.
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“A story can go where quantitative analysis is denied admission:
our hearts. Data can persuade people, but it doesn’t inspire them
to act; to do that, you need to wrap your vision in a story that fires
the imagination and stirs the soul.”
Harrison Monarth
NYT Best-Selling Business Author &
Executive Coach
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M33%F
67%
Gender
18-2512%
26-3425%
35-4443%
45+19%
Age
11
9
8 7 7
10
8
7 7 76%
7%
8%
9%
10%
11%
<1yr 1-5 yrs 6-10 yrs 11-15 yrs 16+ yrs
Ave
rage
hb
A1C
Time Since Diax
Lifestyle & Psychographics
Key Category Attitudes: Primary Non-Adherence Drivers:
(1-2) Disagree
or strongly
disagree
(3)
Neither agree
nor disagree
(4) Agree or
Strongly Agree
My health is my
responsibility8% 23%
69% (145
index)
My doctor is my
partner in
health
31%41% (122
index)28%
I am in control
of my diabetes21% (77 index) 44% 35%
I am dedicated
to BG control18% 26%
66% (138
index)
• Lack of time / too busy (141 index)
• Forgetting (123 index)
• Supplies Unavail / Not On Hand (113 index)
• Inconvenient / Too Complicated (110 index)
• Insurance / Cost (67 index)
• No desire / Not Important (37 index)
• HHI $75M-$125M
• Professional occupations / FT employment
• OI in dual-parent / dual-income homes
• Family / Kids Most Important
• Desires more time with family
Meet Segment: Perfectionist Procrastinator
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The Goal:
Humanize the people
you’re trying to serve
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“Shared stories are the only way anyone has for escaping the straightjacket of self.”
-Richard Powers
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Creative Credits:
Title: Always #Like A Girl
Client: P&G
Agency: Leo Burnett Chicago, Toronto, London/Holler
Chief Creative Officer: Judy John
Creative Directors: Judy John, Becky Swanson
Digital Creative Director: Milos Obradovic
Writers: AJ Hassan, Angel Capobianco
Art Directors: Hmi Hmi Gibbs, Nick Bygraves
Agency Producer: Adine Becker
Director: Lauren Greenfield
Production Company: Chelsea Films
Editor: Kathryn Hempel
Editing Company: Cutters
Brand Planners: Karuna Rawal, Anna Coscia and Rachel Darville
Digital Planner: Laura Jones
Account Lead: Annette Sally,
Account Management: Heidi Philip , Gaia Gilardini, Sandy Kolkey,
Lisa Bamber, Susan Lulich, Shaina Holtz, Matteo Carcassola
Participation Director: Jake Bruene
Media Agency: SMG PR Agency: MSL
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Unearths age old tensions that we all share.
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Click here to watch the video on YouTube
Creative Credits:
Title: Always Father & Son: The Postcard
Agency: Internal
Executive Creative Director - Liam Shannon
Creative Director - Kim DiVincenzo
Senior Producer - Maura Larose
Director - Greg Gray
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“Delivers a Person from Certainty.”-Richard Powers
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What Do You Know About These Ladies?
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"It seems to me that evil—the word of the hour, again—might be
the willful destruction of empathy. Evil is the refusal to see
oneself in others.
…But I do know that when I read a particularly moving and
achieved work of fiction, I feel myself succumbing to all kinds of
contagious rearrangement. Only inhabiting another’s story can
deliver us from certainty."
Richard Powers
American Novelist &
Philosopher
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Why did you get into this line of work?Take a moment to reflect…
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Happiness.
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Magali Charmot
Research & Innovation Team
Lead
Seek Company
Find Brilliance.
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With Presence & Curiosity
EMPA
THY
Orbiting Planet Empathy
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A G
G R
E S
S I V
E N
E S
S
R E M O R C E
L O V E
PLUTCHIK’
Swheel of emotions
A W
E
The Common Human Bond
Plutchik’s Wheel of Emotions
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Your Turn.
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On the Surface Details
Below the Surface Details
Capture your heartfelt emotions and gut impulses.
Resolve Your Partner’s TensionA story from the future
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Share Your Resolution Stories.
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What Did You Feel?
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