Build an empathic, customer-centric innovation process

How to create an empathic, customer-centric way of working?

A multinational realised its innovation efforts were too internally-driven. The challenge was how to make the hundreds of staff involved in the conception and design of new products and services more empathic with their target customers.

Starting from the existing market segmentation, we ran comprehensive ethnographic research in several countries. This fueled the creation of rich Personas brought to life through visual material to facilitate a 360° understanding of people’s actual and latent needs.

In order to implement this new approach, we ran numerous pilot projects in which client teams further explored their target’s needs in co-creation workshops and refined their new offer concepts.

The consolidated tool-kit was rolled-out throughout the organization via communication sessions, applied trainings and an intranet for ongoing utilization and enrichment.