Connecting with consumers: A new way of plugging in

Date of publication: June 15, 2016

Catalogue: Congress 2016: #WOW

Author: Nikki Lavoie


When we think of the future of connecting to the ever-digital consumer, we often imagine the Internet of Things, digital devices, virtual worlds and other ways to plug into their universe, but this way of connecting is inherently limited unless we embrace the real key to the future of research: empathy. Studies from behavioral economics, design thinking and gamification have shown that triggering peoples' sense of intrinsic motivation is the most powerful way to get people to engage and act. This presentation demonstrates that not only are respondents willing to give their time when they feel a meaningful connection to research, but that empathising (without paying them) can actually lead to higher completion rates, and clearer insight and better ROI.

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