Some of the newer research methodologies embrace empathy (and/or its measurement) to be able to get to the bottom of what people need, how they think and how they feel. In this issue, three articles bring their own unique approaches to empathy in research and how to apply it for the betterment of humanity. Each of them, in their own way, also speak to the modern need for marketers and designers to be authentic in their application of empathy to what they do for a living.
With the constant shifting sands of technology, how can researchers stay abreast of the latest developments in advertising and media research and the interplay between the different communication platforms? What's the state of the art in media and advertising research, how close are we to reliable cross-platform currencies and how is this impacting the new world of media buying?
The world is in turmoil. Hyperbole or reality? As we look back on 2017, it is difficult to characterise the state of things as anything but turmoiland experts interviewed in this issue would agree. But, if this is the case, what then is the role of insights and evidence in this new world? In many instances, it would seem that its role is diminishing, with leaders dismissing evidence-based news with which they disagree as fake news. For the Insights professional, all of this poses unique and significant challenges. Not only do we have to bring the human being into the centre of marketing, but we also have to work out where we fit into a new world of political, social and economic turmoil and change. We have to be highly inventive to truly represent the needs of people not only as consumers but as citizens. We need to be able to foresee and reflect the challenges of peoples everyday lives.