![]() ![]() ![]() writing a letter to the brand from your consumer’s perspective)). In business, empathy techniques are used to “ shoe-shift” into the shoes of the consumer to reveal insights and opportunities that may be invisible in data patterns, interviews, surveys and observation (examples of empathy techniques include immersion, participant observation, co-creation, role-playing, accompanied shops, usability testing, and reflective exercises (e.g. When mindreading is combined with emotional mirroring (feeling what the other is feeling), we experience empathy – seeing and feeling the world from the perspective of the other.Įmpathy = Mindreading + Emotional Mirroring Shoe-shifting Some people are more gifted at mindreading than others (there’s a free scientific self-test here). Mindreading is what psychologists today call our capacity to put ourselves in the shoes of the other and see the world from their perspective. Against Empathy: The Case for Rational CompassionĪre you a good “mindreader”? Empathy techniques for reading the minds of consumers are becoming increasingly popular in insight, innovation, and design.ĭespite supernatural overtones, mindreading is perfectly natural and one of two defining characteristics of the human capacity for ‘ empathy’ (a term coined a century ago from the German Einfühlung for what Adam Smith had called “fellow feeling”). ![]()
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