Empathize

Empathizing with your user enables you to see your innovation process from a new perspective. It puts the users at the core and uncovers their latent needs and motivations to understand their behavior.

Emphatic research is not interested in facts (such as the percentage change in sales). On the contrary, it focuses on the underlying motivations and thoughts (why someone buys a chocolate bar instead of an apple).

Observation, participation, and interviewing help us gain a deeper appreciation and understanding of the people's emotional and physical needs, and how they see things and interact with their environment. Based on what people say, do, think, and feel, you will gain a profound picture of your user aspirations and needs.