Ipsos Views: Empathy Awakened

April Jeffries, President of Global Ethnography and Immersion, discusses her new white paper and explains why researchers need to develop a strong sense of empathy to look underneath into real-life experience and deeper motivations and emotions. In this podcast, she talks about the collision of human emotion with artificial intelligence, the expectations of Generation Z, her own shift from engineering into ethnography, taking qualitative research to the next level, and how empathy is a vital pre-requisite for embedding change...  And like all good storytellers, she ends with a love story. Applying an empathetic lens can transform an insight from a detached observation that produces predictable solutions to one that meets both a consumer’s functional and emotional needs. Effective empathy takes you out of your world and into the world of another to see and experience the tensions that inform relevant insights and decisive action.