{"id":3835,"date":"2020-02-12T12:51:51","date_gmt":"2020-02-12T12:51:51","guid":{"rendered":"https:\/\/brandgenetics.preview.uk.com\/?p=3835"},"modified":"2020-01-27T18:48:39","modified_gmt":"2020-01-27T18:48:39","slug":"empathy-based-research-the-projection-play","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/empathy-based-research-the-projection-play\/","title":{"rendered":"Empathy-Based Research: The Projection Play"},"content":{"rendered":"

This week we highlight the 4th play from our brand-new Empathy Playbook, the Projection Play.<\/p>\n

As a reminder, as innovation and research become increasingly dominated by quantitative data analytics and algorithms, we believe market researchers need empathy more than ever to see the humans behind the numbers. Empathy is our ability to see and feel things from someone else\u2019s perspective, and the key benefit is that it generates emotional insight into the feelings, motivations and needs that drive behaviour.<\/p>\n

As a result, we\u2019ve put together this playbook of practical empathy-based activities to help you research and innovate better from a consumer perspective.<\/p>\n

Play 4: The Projection Play<\/strong><\/h2>\n

When you need the play:<\/strong><\/h3>\n

The projection play is an easy and effective way to make research more authentic, meaningful and emotionally insightful. It involves the researcher deliberately projecting themselves into the shoes of a consumer and imagining what it feels like to be
\nthat person in the situation they are researching.<\/p>\n

The projection play works because perspective-taking sits at the heart of empathy. In scientific tests, deliberate perspective-taking has been shown to improve empathic understanding. Of course, if you are a market researcher, you may be familiar with using projective techniques. But in the projection play, the difference is that it’s the researcher who\u2019s doing the projecting.<\/p>\n

The projection play can be run throughout the insight, innovation or creative process, whenever emotional insight is needed. Whether it\u2019s using projective imagination to put yourself in consumer shoes, client shoes or colleague shoes, the projection play is a proven way to enhance your powers of empathy.<\/p>\n

How it works:<\/strong><\/h3>\n

If you want to understand how someone else is feeling, simply use your imagination to project yourself into their shoes and imagine how you might feel in their situation.<\/p>\n

Running the projection play is simple. Before you facilitate research, run an ideation session, analyse results, write a debrief or even present to a client, take a moment for some imaginative projection:
\n\u25a0 First, visualise this person in the situation you are exploring
\n\u25a0 Now imagine yourself as that person in this situation
\n\u25a0 Finally, imagine the mood and emotions you might be experiencing<\/p>\n

Whether understanding football culture in Nigeria or parent-child dynamics in Brazil, empathy and the projection play are vital parts of our methodology here at Brand Genetics. Whilst empathy operates automatically below the threshold of conscious control, we can activate and use our empathic ability deliberately. Perspective-taking through imaginative projection is a simple and effective way to do this. The question is, whose shoes do you need to step into?<\/p>\n

If you want to be a more empathic business and introduce human-first insight and innovation \u2013 Brand Genetics can help. Get in touch today to find out more! <\/strong><\/p>","protected":false},"excerpt":{"rendered":"

This week we highlight the 4th play from our brand-new Empathy Playbook, the Projection Play. As a reminder, as innovation and research become increasingly dominated by quantitative data analytics and algorithms, we believe market researchers need empathy more than ever to see the humans behind the numbers. 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