Abstract:

This paper is a call to action to think about bias in a different way - by going back to basics. It is an outline about how to develop greater empathy from the beginning of a project to the end. Far from a touchy-feely or soft” luxury, empathy is a critical tool that must be carefully cultivated in order to provide the understanding and explanation of data that yields truly meaningful and effective consumer insight and thereby helps overcome bias and stereotyping.