Marketing With Strategic Empathy: Inspiring Strategy With Deeper Consumer Insight
Publish Date: 2016-08-28
Author: Claire Brooks
The current focus in many Fortune 500 companies is on consumer insights, where strategists develop deep consumer insight or empathyas a basis for flexible strategy formation. Strategic Empathy, therefore, is not a soft skill, but can be a powerful force for success.
At the core of the Strategic Empathy process is immersive and experiential learning, also known as Strategic Learning, leading to a deep understanding about the functional, emotional, and cultural drivers behind consumers' thoughts, feelings, and actions. Marketing With Strategic Empathy explains how to: -design and implement Strategic Learning Journeys -implement specific learning methods, including techniques to uncover unconscious emotions, ethnographic observation, online research, semiotic analysis, and trends analysis -empower managers with team-based skills for activating learning -develop video and multimedia story telling skills for communicating StrategicLearning and other strategies to stakeholders
The book also provides proven skills, processes, leadership methods, how-to guidance, and global case studies to help companies implement Strategic Empathy within their organization.