Empower teams to engage together in immersive 'strategic learning' about consumers, and use this learning to create a blueprint for flexible marketing planning.
We are living in an age of continual motion and change, and as a result traditional strategy planning has become outmoded. Every manager, perhaps even every employee, needs to become a strategist. Every strategist, in turn, needs to develop deep consumer insight - or empathy - as a basis for flexible strategy formation. This book offers a practical guide on how to develop and implement a systematic process of strategic empathy to lead to greater effectiveness and day-to-day success.
Marketing With Strategic Empathy is written by Claire Brooks, the CEO of the global consulting firm where the strategic empathy framework and processes were developed. She has applied these in many successful projects for international corporations for more than 10 years.
'Claire has an innate talent for discovering the actual motivation and truth behind consumer responses. Her command of the insights tools and methodologies in this book, coupled with an adaptable style and intuitive sense for how to employ those tools helps her arrive at the big AHA moment more quickly and more frequently than any other insights professional I have worked with.'
Mic Zavarella, Senior Director, Marketing, PepsiCo
'This book is a refreshing antidote to the over-reliance on big data in today's consumer insights world. Claire has graciously shared her excellent techniques for discovering truly actionable insights. Consumer research textbooks typically have given short shrift to qualitative research methods; this book doesn't do this and is a great resource for students and practitioners alike.'
Nicki Shovar, Instructor, Marketing Research Methods, UC Berkeley Extension; former Director of Consumer Research, Ubisoft
'This is a well-written book that combines evidence, practical examples and case studies, enabling the reader to gain insight into some of the inner drivers and subconscious motives behind decision making. Even non-profits exist in a dynamic world with lots of competition for resources and leaders need to be able to put themselves into the shoes of the people they want to influence and serve. As a leader of a global mental health non-profit advocacy organization, the issues, concepts and ideas presented in Marketing with Strategic Empathy resonate profoundly with what I have observed and experienced - there is much to learn from this book and applying the concepts will enrich non-profit leaders and their organizations.'
Professor Gabriel Ivbijaro, President, World Federation for Mental Health; Chair, World Dignity Project
Claire is one of the most insightful people in the insights business. Marketing with Strategic Empathy avoids the typical abstract pontificating and gives us real,tangible,she-was there examples of how insight scan lead to richer consumer connections. Her book helps clients and creative people alike understand the mysteries of consumer(human)behaviour.
John Robertson, Simpler&Simpler strategic branding and ad agency
'This is a brilliant guide for anyone in the position of understanding consumers and shoppers. Claire does a beautiful job of weaving together academic theory with sheer wisdom that only comes from deep field experience. I'm personally equipping everyone in our team with this book.'
Chris Tjaden, Director of Strategy and Insights, 10 Red Design
Brooks shows that no amount of computerized research data is a substitute for empathy; understanding your customers' feelings and motivations. A product's functions are important, but often the feelings they generate are even more so. This book shows how to gather, process, and activate insights on empathy to use in strategic planning.
P. G. Kishel, Cypress College
Claire Brooks is president and managing director of ModelPeople Inc, a global branding company offering branding insights and strategic solutions to a wide range of international clients. Claire has almost 30 years' experience in brand management, brand planning and strategic market research with Fortune 500 companies and advertising agencies in both Europe and the US.