the return on empathy

#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

magali@seekcompany.com

Find Brilliance.

Empathy Workshop

Magali Charmot

Research & Innovation Team

Lead

Magali@seekcompany.com

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?