Table of Contents
List of case studies
List of figures and tables
About the author
Preface
Acknowledgements
List of abbreviations
01 Why marketing strategists need empathy
Introduction: the case for Strategic Empathy®
How do organizations really develop marketing strategy?
Strategic learning vs strategic planning
Marketing strategy formation is both planned and emergent
Organizational learning starts with individual learning
Strategic learning based on empathy
Strategic Empathy
References
02 Strategic learning frameworks: needs, emotions, culture and decision-making
Introduction
Framework One: emotions
Framework Two: needs, goals and values
Framework Three: culture
Framework Four: decision-making
Future perspectives
References
03 Reshaping the marketing strategy template, based on Strategic Empathy
Introduction
Time to reinvent marketing strategy for a new environment?
Corporate strategy components
The reshaped marketing strategy
A new brand positioning architecture
References
04 The Strategic Empathy Process for marketing strategy formation: overview
Introduction
Overview of the Strategic Empathy Process
Pre-Planning
Phase One: Immerse in the consumer’s world
Phase Two: Activate insights into marketing strategy
Phase Three: Inspire empathy to shape emergent marketing strategy
References
05 The Strategic Empathy Process Phase One: Immerse – immersive research methods
Introduction
What exactly is immersive research?
Ethnographic research methods (in business)
Designing and planning an ethnographic research project
Conducting an ethnographic encounter
Design research
Recording what happens in the ethnographic interview
Netnography, social media ethnography and digital ethnography
In-depth interviews (IDIs)
Dyads and friendship pairs
Group discussions
Executive panels
Online communities
References
06 The Strategic Empathy Process Phase One (continued): Immerse – immersive research tools and techniques
Introduction
Immersive research project management
Sample size, screening criteria and location
Budget, project plan and timeline
Recruiting screener
Recruit and project logistics
Managing global research
Immersive research tools
Deep Visualization
Semiotic Scan
Metaphor elicitation
Laddering
Projective techniques
Consumer neuroscience methods and tools
Agile research
References
07 The Strategic Empathy Process Phase Two: Activate insights into strategy
Introduction
Three steps to insight activation
Step 1: analyse immersive research data
Planning an activation session
Step 2: build fresh consumer or customer insights
Insight architecture
How to build insights out of data
Step 3: identify potential strategic actions
Agile insight development
Open innovation
Validating potential strategic actions
References
08 The Strategic Empathy Process Phase Three: Inspire – communicate strategic learning
Introduction
Inspiring stakeholders: three strategic goals
Story-telling, not presenting
Defining the audience and media approach for strategic story-telling
Collecting consumer content for strategic story-telling
Character-driven story-telling
Consumer documentary video
Video production guidelines
Virtual reality consumer video?
References
09 The Strategic Empathy Process in a non-profit organization
Introduction
‘Customer-focus’ in the non-profit organization
How the Strategic Empathy Process works in a non-profit
Effective immersive research methods and tools
Supporting fund-raising
References
Glossary
Index
