TNS Blog

THE ART OF CONSUMER EMPATHY IN INNOVATION - PART IV: CULTURAL COMMITMENT

May 6th, 2010

Cultural CommitmentIn Empathy Part III we discussed empathy-building through consumer communities and ethnography. Part IV concludes our journey with tips to building a continuous commitment to consumer empathy in your company. Assessing Empathy:1. Does your organization respect consumers across all touch points?2. Do your approaches to deep-rooted understanding maximize your insight AND empathy?3. Do you LIVE your consumer? Do You LIVE Your Consumer? Experience THEIR Value Chain First-Hand? The highest order consumer-empathic organization is attained when your cross-functional team and senior leadership internalize what it is like to walk in your consumers' shoes [...]

THE ART OF CONSUMER EMPATHY IN INNOVATION - PART III: INSIGHT TECHNIQUES

May 6th, 2010

[From Food Trends Blog: Food & Beverage Matters] Insight Techniques In Empathy Part II we introduced three questions to assess and enhance your organization's consumer empathy, and reviewed the role of consumer respect. This third post examines how techniques like consumer communities and ethnography can be pushed to deliver deeper consumer intimacy for your organization. Assessing Empathy:1. Does your organization respect consumers across all touch points? 2. Do your approaches to deep-rooted understanding maximize your insight AND empathy?3. Do you LIVE your consumer? Do Your Approaches to Deep-rooted Understanding Maximize Your Insight [...]

THE ART OF CONSUMER EMPATHY IN INNOVATION - PART II

April 12th, 2010

[From Food Trends Blog: Food & Beverage Matters] RespectIn Empathy Part I we reviewed the importance of consumer empathy, and the three interlocking elements needed to achieve that empathy in your organization: recognizing, internalizing/identifying with, and acting upon, the feelings, concerns, challenges, and impulses of your consumers. The next three posts will cover tips and techniques to assess and hard-wire empathy into your organization. Assessing - and Raising - Your Consumer Empathy QuotientAre ready to create a culture of consumer empathy in your company? Then it is time to assess whether your organization needs a consumer empathy booster [...]

THE ART OF CONSUMER EMPATHY IN INNOVATION - PART I

March 29th, 2010

[From Food Trends Blog: Food & Beverage Matters]In Pursuit of Actionable Consumer Intimacy As marketers, we are on a continual quest for approaches that bring us closer to our consumers through conversation and observation. We seek not just knowledge, but to sip from the same glass in a way, to make us smarter brand stewards able to impact our brand growth trajectory. Our eagerness to unravel the desires, motivators, barriers, and white spaces of consumer attitudes and behaviors is reflected in our adoption of psychographics in the seventies, our reliance on qualitative tools in the [...]

FOODTRENDS BLOG: INSPIRING YOUR CREATIVE JOURNEY

March 17th, 2010

Recently TNS Landis VP of Innovation and creative guru Susan Newhouse spoke at the annual Florida Creativity Weekend in Sarasota, Florida. The theme of this year's event was about endless possibilities and seeing things from a new perspective. Whether you are addressing a vexing business problem or attempting to raise your personal creativity quotient, please enjoy this interview with Susan. [...]