{"id":131,"date":"2018-10-29T15:56:34","date_gmt":"2018-10-29T15:56:34","guid":{"rendered":"http:\/\/www.veritay.co.uk\/?p=131"},"modified":"2018-10-29T15:56:34","modified_gmt":"2018-10-29T15:56:34","slug":"great-research-needs-emapthy","status":"publish","type":"post","link":"https:\/\/www.veritay.co.uk\/?p=131","title":{"rendered":"Great Research Needs Emapthy"},"content":{"rendered":"

\"\"<\/a><\/p>\n

Great researchers know that it\u2019s not enough to simply understand user\u2019s current behaviour \u2013 what<\/em> they are doing.\u00a0 You need to understand how the user\u2019s current experience is shaped by the context<\/em> of use, their task and experience goals, their frustrations and their emotional pain-points.<\/p>\n

To achieve this a researcher must be able to empathise with the participant \u2013 to understand not only what participants are doing, but also what they are thinking and feeling\u2026objectivity and impartially.<\/p>\n

Prejudices, preconceptions, norm and values must be discarded.\u00a0 To properly understand their motivations and attitudes, researchers must see the world from the user\u2019s perspective; to climb out of their own and their client\u2019s echo chamber and ask the right questions of the right people in the right way \u2013 appropriate to the context.<\/p>\n

This is not about gathering information on requirements, it\u2019s about solving user problems by placing yourself in their reality and seeing the world from their perspective.\u00a0 These users may not have the faintest idea what solutions are possible, so don\u2019t ask them what they want or ask how they want to get there.\u00a0 Instead understand where they want to get to.\u00a0 It\u2019s the job of the researcher to use creative research techniques to extract insights and lay out the path of opportunities that can lead to prototype solutions.<\/p>\n

If there\u2019s one thing critical to achieve this, it\u2019s empathy.<\/p>\n

This holds wherever creativity is required.\u00a0 As Susan Sarandon observed; \u201cWhen you start to develop your powers of empathy and imagination, the whole world opens up to you<\/em>.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Great researchers know that it\u2019s not enough to simply understand user\u2019s current behaviour \u2013 what they are doing.\u00a0 You need to understand how the user\u2019s current experience is shaped by the context of use, their task and experience goals, their frustrations and their emotional pain-points. To achieve this a researcher must be able to empathise … Continue reading Great Research Needs Emapthy<\/span> →<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-131","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nGreat Research Needs Emapthy - Veritay<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.veritay.co.uk\/?p=131\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Great Research Needs Emapthy - Veritay\" \/>\n<meta property=\"og:description\" content=\"Great researchers know that it\u2019s not enough to simply understand user\u2019s current behaviour \u2013 what they are doing.\u00a0 You need to understand how the user\u2019s current experience is shaped by the context of use, their task and experience goals, their frustrations and their emotional pain-points. To achieve this a researcher must be able to empathise … Continue reading Great Research Needs Emapthy →\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.veritay.co.uk\/?p=131\" \/>\n<meta property=\"og:site_name\" content=\"Veritay\" \/>\n<meta property=\"article:published_time\" content=\"2018-10-29T15:56:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.veritay.co.uk\/wp-content\/uploads\/2018\/10\/P1020949-800x286.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"286\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Veritay Webmaster\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Veritay Webmaster\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.veritay.co.uk\\\/?p=131#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.veritay.co.uk\\\/?p=131\"},\"author\":{\"name\":\"Veritay Webmaster\",\"@id\":\"https:\\\/\\\/www.veritay.co.uk\\\/#\\\/schema\\\/person\\\/3194484920f6c197eb7cb0aa53cdf23c\"},\"headline\":\"Great Research Needs Emapthy\",\"datePublished\":\"2018-10-29T15:56:34+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.veritay.co.uk\\\/?p=131\"},\"wordCount\":268,\"image\":{\"@id\":\"https:\\\/\\\/www.veritay.co.uk\\\/?p=131#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/www.veritay.co.uk\\\/wp-content\\\/uploads\\\/2018\\\/10\\\/P1020949-800x286-300x107.jpg\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.veritay.co.uk\\\/?p=131\",\"url\":\"https:\\\/\\\/www.veritay.co.uk\\\/?p=131\",\"name\":\"Great Research Needs Emapthy - Veritay\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.veritay.co.uk\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.veritay.co.uk\\\/?p=131#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.veritay.co.uk\\\/?p=131#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/www.veritay.co.uk\\\/wp-content\\\/uploads\\\/2018\\\/10\\\/P1020949-800x286-300x107.jpg\",\"datePublished\":\"2018-10-29T15:56:34+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.veritay.co.uk\\\/#\\\/schema\\\/person\\\/3194484920f6c197eb7cb0aa53cdf23c\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.veritay.co.uk\\\/?p=131#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.veritay.co.uk\\\/?p=131\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.veritay.co.uk\\\/?p=131#primaryimage\",\"url\":\"https:\\\/\\\/www.veritay.co.uk\\\/wp-content\\\/uploads\\\/2018\\\/10\\\/P1020949-800x286.jpg\",\"contentUrl\":\"https:\\\/\\\/www.veritay.co.uk\\\/wp-content\\\/uploads\\\/2018\\\/10\\\/P1020949-800x286.jpg\",\"width\":800,\"height\":286},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.veritay.co.uk\\\/?p=131#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.veritay.co.uk\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Great Research Needs Emapthy\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.veritay.co.uk\\\/#website\",\"url\":\"https:\\\/\\\/www.veritay.co.uk\\\/\",\"name\":\"Veritay\",\"description\":\"Bringing sense to a complex world\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.veritay.co.uk\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.veritay.co.uk\\\/#\\\/schema\\\/person\\\/3194484920f6c197eb7cb0aa53cdf23c\",\"name\":\"Veritay Webmaster\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/addf434bdccd54ed7eddb01e44dfab0264dd735c689677012ec0a807e5cb7f0a?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/addf434bdccd54ed7eddb01e44dfab0264dd735c689677012ec0a807e5cb7f0a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/addf434bdccd54ed7eddb01e44dfab0264dd735c689677012ec0a807e5cb7f0a?s=96&d=mm&r=g\",\"caption\":\"Veritay Webmaster\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Great Research Needs Emapthy - Veritay","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.veritay.co.uk\/?p=131","og_locale":"en_US","og_type":"article","og_title":"Great Research Needs Emapthy - Veritay","og_description":"Great researchers know that it\u2019s not enough to simply understand user\u2019s current behaviour \u2013 what they are doing.\u00a0 You need to understand how the user\u2019s current experience is shaped by the context of use, their task and experience goals, their frustrations and their emotional pain-points. To achieve this a researcher must be able to empathise … Continue reading Great Research Needs Emapthy →","og_url":"https:\/\/www.veritay.co.uk\/?p=131","og_site_name":"Veritay","article_published_time":"2018-10-29T15:56:34+00:00","og_image":[{"width":800,"height":286,"url":"https:\/\/www.veritay.co.uk\/wp-content\/uploads\/2018\/10\/P1020949-800x286.jpg","type":"image\/jpeg"}],"author":"Veritay Webmaster","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Veritay Webmaster","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.veritay.co.uk\/?p=131#article","isPartOf":{"@id":"https:\/\/www.veritay.co.uk\/?p=131"},"author":{"name":"Veritay Webmaster","@id":"https:\/\/www.veritay.co.uk\/#\/schema\/person\/3194484920f6c197eb7cb0aa53cdf23c"},"headline":"Great Research Needs Emapthy","datePublished":"2018-10-29T15:56:34+00:00","mainEntityOfPage":{"@id":"https:\/\/www.veritay.co.uk\/?p=131"},"wordCount":268,"image":{"@id":"https:\/\/www.veritay.co.uk\/?p=131#primaryimage"},"thumbnailUrl":"http:\/\/www.veritay.co.uk\/wp-content\/uploads\/2018\/10\/P1020949-800x286-300x107.jpg","inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.veritay.co.uk\/?p=131","url":"https:\/\/www.veritay.co.uk\/?p=131","name":"Great Research Needs Emapthy - Veritay","isPartOf":{"@id":"https:\/\/www.veritay.co.uk\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.veritay.co.uk\/?p=131#primaryimage"},"image":{"@id":"https:\/\/www.veritay.co.uk\/?p=131#primaryimage"},"thumbnailUrl":"http:\/\/www.veritay.co.uk\/wp-content\/uploads\/2018\/10\/P1020949-800x286-300x107.jpg","datePublished":"2018-10-29T15:56:34+00:00","author":{"@id":"https:\/\/www.veritay.co.uk\/#\/schema\/person\/3194484920f6c197eb7cb0aa53cdf23c"},"breadcrumb":{"@id":"https:\/\/www.veritay.co.uk\/?p=131#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.veritay.co.uk\/?p=131"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.veritay.co.uk\/?p=131#primaryimage","url":"https:\/\/www.veritay.co.uk\/wp-content\/uploads\/2018\/10\/P1020949-800x286.jpg","contentUrl":"https:\/\/www.veritay.co.uk\/wp-content\/uploads\/2018\/10\/P1020949-800x286.jpg","width":800,"height":286},{"@type":"BreadcrumbList","@id":"https:\/\/www.veritay.co.uk\/?p=131#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.veritay.co.uk\/"},{"@type":"ListItem","position":2,"name":"Great Research Needs Emapthy"}]},{"@type":"WebSite","@id":"https:\/\/www.veritay.co.uk\/#website","url":"https:\/\/www.veritay.co.uk\/","name":"Veritay","description":"Bringing sense to a complex world","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.veritay.co.uk\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.veritay.co.uk\/#\/schema\/person\/3194484920f6c197eb7cb0aa53cdf23c","name":"Veritay Webmaster","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/addf434bdccd54ed7eddb01e44dfab0264dd735c689677012ec0a807e5cb7f0a?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/addf434bdccd54ed7eddb01e44dfab0264dd735c689677012ec0a807e5cb7f0a?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/addf434bdccd54ed7eddb01e44dfab0264dd735c689677012ec0a807e5cb7f0a?s=96&d=mm&r=g","caption":"Veritay Webmaster"}}]}},"_links":{"self":[{"href":"https:\/\/www.veritay.co.uk\/index.php?rest_route=\/wp\/v2\/posts\/131","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.veritay.co.uk\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.veritay.co.uk\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.veritay.co.uk\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.veritay.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=131"}],"version-history":[{"count":1,"href":"https:\/\/www.veritay.co.uk\/index.php?rest_route=\/wp\/v2\/posts\/131\/revisions"}],"predecessor-version":[{"id":133,"href":"https:\/\/www.veritay.co.uk\/index.php?rest_route=\/wp\/v2\/posts\/131\/revisions\/133"}],"wp:attachment":[{"href":"https:\/\/www.veritay.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=131"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.veritay.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=131"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.veritay.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=131"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}