S02E04: Empathy in Research | Rebecca Mir

Rebecca Mir

Director of Digital Product Management, Ad Council

Rebecca shares how empathy has helped her research strategy by navigating the nuance of diverse beliefs and, above all, meeting people where they are. In her research, she has to discover where people are in media outlets and where they are from an emotional journey perspective. She balances the challenges of soliciting new information to build new campaigns, reach different audiences, and language that authentically connects with them to make an impact.

“We use research to cultivate empathy to our audiences. People contain multitudes; research insights and deliverables remind us of it.”

Rebecca lays out a foundation of how research can ‘Cultivate Empathy’:

Empathizing with the audience despite not sharing their beliefs and values
Empathy in storytelling– health, education, and safety campaigns.
Providing clear and understandable information by reaching people with intentionality in the language and resources in communication
Embracing a testing and learning approach, cultivating awareness, and genuinely recognizing who’s in the room/ not in the room
Test, learn, act, and remember to CELEBRATE!

The Ad Council uses the power of communications to tackle’s the nation’s most challenging issues. They are the only national nonprofit organization with media, advertising, and marketing professionals combined with empowering action and improving lives.

https://belongingbeginswithus.org/

https://lovehasnolabels.com/

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