How To Use Your User Insights

This post is for my international students following the course Consumer Insights of Fontys International Studies.

In order to change the behavior of people, we need to understand why they are behaving the way they are. In this post, I will share some links for interviewing and empathetic listening, the creation of an empathy map, and the ‘ framing’ question… in order to define ‘how might we‘ change this behavior.

First, my tip is to see my earlier post on Sense Worldwide’s  ‘The Art of Interviewing‘, this will give you a golden guideline for all your fieldwork.

Secondly, we discussed the difference between Sympathy, Empathy, and Compassion. Part of learning how to understand different perspectives is finding the path to empathy. Empathy is the capacity to know emotionally what another is experiencing from within the frame of reference of that other person, the capacity to sample the feelings of another or to put one’s self in another’s shoes. For your research on how to change your mentality group’s behavior, it is important to use empathetic listening skills and use the quotes of your interview in an empathy map. Based upon resolving the Pain and amplifying the Gain in your empathy map you fill in the ‘how might we‘ question.


And finally,  we discussed as an example ‘The Rich Kids of Instagram‘ documentary.
Can map some quotes of this documentary further to define the‘how might we‘ question? This is a good exercise before you start working on your defined urgency and start your interview and apply the empathy map to understand how you can change people’s behavior for the best.  Good luck!