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#RelateLive
The return on empathy
Magali CharmotSeek CompanyResearch & Innovation Team Lead
@magcha
The Case For Empathy
Empathic Insights Story
Big Ideas
Brand Equity Renewal
Creative Brief
Seek’s Process and Products
Founded in Human Science From Academic Sources
Take a moment to reflect…
Why did you get into this line of work?
Let’s try to solve a problem together.
M33%F
67%
Gender
18-2512%
26-3425%
35-4443%
45+19%
Age
11
9
8 7 7
10
8
7 7 76%
7%
8%
9%
10%
11%
<1yr 1-5 yrs 6-10 yrs 11-15 yrs 16+ yrs
Ave
rage
hb
A1C
Time Since Diax
Lifestyle & Psychographics
Key Category Attitudes: Primary Non-Adherence Drivers:
(1-2) Disagree
or strongly
disagree
(3)
Neither agree
nor disagree
(4) Agree or
Strongly Agree
My health is my
responsibility8% 23%
69% (145
index)
My doctor is my
partner in
health
31%41% (122
index)28%
I am in control
of my diabetes21% (77 index) 44% 35%
I am dedicated
to BG control18% 26%
66% (138
index)
• Lack of time / too busy (141 index)
• Forgetting (123 index)
• Supplies Unavail / Not On Hand (113 index)
• Inconvenient / Too Complicated (110 index)
• Insurance / Cost (67 index)
• No desire / Not Important (37 index)
• HHI $75M-$125M
• Professional occupations / FT employment
• OI in dual-parent / dual-income homes
• Family / Kids Most Important
• Desires more time with family
Meet Segment: Perfectionist Procrastinator
What would you make for our segment?
Meet Emily
What’s the last thing you’d do for Emily?
So what just happened?
Empathy.
Why Empathy?
Head
Heart
Gut
Contagious v. Cognitive
Problem Solving and the Evolved Brain
Lizard Brain - basic survival
heartbeat, respiration, basic movement
Thinking vs Feeling
Limbic Brain - unconscious and preconscious
thought sensory processing, primitive memory,
unconscious emotional reactions.
problem solving from previous experience
New Brain - mostly unconscious thought
planning /problem solving/instinct
๏ Cerebellum
๏ Hypothalamus
๏ Thalamus
๏
Parietal lobe
Temporal lobe
๏ Sensorimotor
Pituitary
Frontal lobe
๏ Prefrontal area
๏ Brain stem
Prefrontal Cortex
Responsible for higher cognitive functions:
planning, distinguishing right from wrong,
determining what is socially appropriate
behavior and decision-making.
Full Body Problem Solving
Central Nervous System (CNS)
Enteric Nervous System (ENS)
Head
Heart
Gut
Three nervous systems:
Autonomic Nervous System (ANS)
Story.
“A story can go where quantitative analysis is denied admission:
our hearts. Data can persuade people, but it doesn’t inspire them
to act; to do that, you need to wrap your vision in a story that fires
the imagination and stirs the soul.”
Harrison Monarth
NYT Best-Selling Business Author &
Executive Coach
M33%F
67%
Gender
18-2512%
26-3425%
35-4443%
45+19%
Age
11
9
8 7 7
10
8
7 7 76%
7%
8%
9%
10%
11%
<1yr 1-5 yrs 6-10 yrs 11-15 yrs 16+ yrs
Ave
rage
hb
A1C
Time Since Diax
Lifestyle & Psychographics
Key Category Attitudes: Primary Non-Adherence Drivers:
(1-2) Disagree
or strongly
disagree
(3)
Neither agree
nor disagree
(4) Agree or
Strongly Agree
My health is my
responsibility8% 23%
69% (145
index)
My doctor is my
partner in
health
31%41% (122
index)28%
I am in control
of my diabetes21% (77 index) 44% 35%
I am dedicated
to BG control18% 26%
66% (138
index)
• Lack of time / too busy (141 index)
• Forgetting (123 index)
• Supplies Unavail / Not On Hand (113 index)
• Inconvenient / Too Complicated (110 index)
• Insurance / Cost (67 index)
• No desire / Not Important (37 index)
• HHI $75M-$125M
• Professional occupations / FT employment
• OI in dual-parent / dual-income homes
• Family / Kids Most Important
• Desires more time with family
Meet Segment: Perfectionist Procrastinator
The Goal:
Humanize the people
you’re trying to serve
“Shared stories are the only way anyone has for escaping the straightjacket of self.”
-Richard Powers
Creative Credits:
Title: Always #Like A Girl
Client: P&G
Agency: Leo Burnett Chicago, Toronto, London/Holler
Chief Creative Officer: Judy John
Creative Directors: Judy John, Becky Swanson
Digital Creative Director: Milos Obradovic
Writers: AJ Hassan, Angel Capobianco
Art Directors: Hmi Hmi Gibbs, Nick Bygraves
Agency Producer: Adine Becker
Director: Lauren Greenfield
Production Company: Chelsea Films
Editor: Kathryn Hempel
Editing Company: Cutters
Brand Planners: Karuna Rawal, Anna Coscia and Rachel Darville
Digital Planner: Laura Jones
Account Lead: Annette Sally,
Account Management: Heidi Philip , Gaia Gilardini, Sandy Kolkey,
Lisa Bamber, Susan Lulich, Shaina Holtz, Matteo Carcassola
Participation Director: Jake Bruene
Media Agency: SMG PR Agency: MSL
Unearths age old tensions that we all share.
30
Click here to watch the video on YouTube
Creative Credits:
Title: Always Father & Son: The Postcard
Agency: Internal
Executive Creative Director - Liam Shannon
Creative Director - Kim DiVincenzo
Senior Producer - Maura Larose
Director - Greg Gray
“Delivers a Person from Certainty.”-Richard Powers
What Do You Know About These Ladies?
"It seems to me that evil—the word of the hour, again—might be
the willful destruction of empathy. Evil is the refusal to see
oneself in others.
…But I do know that when I read a particularly moving and
achieved work of fiction, I feel myself succumbing to all kinds of
contagious rearrangement. Only inhabiting another’s story can
deliver us from certainty."
Richard Powers
American Novelist &
Philosopher
Why did you get into this line of work?Take a moment to reflect…
Happiness.
Magali Charmot
Research & Innovation Team
Lead
Seek Company
Find Brilliance.
40
With Presence & Curiosity
EMPA
THY
Orbiting Planet Empathy
41
A G
G R
E S
S I V
E N
E S
S
R E M O R C E
L O V E
PLUTCHIK’
Swheel of emotions
A W
E
The Common Human Bond
Plutchik’s Wheel of Emotions
Your Turn.
On the Surface Details
Below the Surface Details
Capture your heartfelt emotions and gut impulses.
Resolve Your Partner’s TensionA story from the future
Share Your Resolution Stories.
What Did You Feel?
