As customer needs evolve and competition intensifies, traditional segmentation frameworks often fall short. Many segmentation models are based on demographics and psychographics, and often define customers based on traits such as their age, gender, attitudes and values. They tell you who your consumer is – but not why they make the choices they do.
Empathy is not just a soft skill. In a business context, empathy for your consumer is a strategic asset. And when used intentionally, it becomes a competitive differentiator that can unlock sharper decisions, faster innovation, and stronger brand resonance.
Every year, businesses face the same challenge: key research projects grind to a halt when insights professionals go on vacation. Deadlines can slip, stakeholder requests
By Natasha Weith Innovation is often seen as a creative pursuit—a way for businesses to stay ahead, differentiate, and drive growth. But for many companies,
