If you collect tons of data about your customers, then you must know exactly what they want, right? Maybe not. The explosion of marketing data has inflated marketers’ confidence in understanding their customers and the decisions they make. The Empathy Gap is the gap between those assumptions about your customers and how people really think, feel, and act. This gap exists in every organization, but best-in-class companies actively work to narrow the empathy gap in order to deliver more effective marketing programs. In this session, attendees will learn how to overcome the forces that widen the empathy gap, as well as how to develop an “empathy tech stack” of tools and techniques to deploy in your everyday work. After this session, you’ll be able to:
- Identify and test assumptions about your own customers quickly and easily.
- Understand methods to separate the signal from the noise in building meaningful consumer insight with data.
- Turn an understanding of consumer behavior into a competitive weapon in building marketing campaigns.
- Expertly analyze data to close the empathy gap in your organization.