{"id":2761,"date":"2023-03-08T11:07:30","date_gmt":"2023-03-08T11:07:30","guid":{"rendered":"https:\/\/www.jigsaw-research.co.uk\/?p=2761"},"modified":"2024-10-17T16:40:51","modified_gmt":"2024-10-17T15:40:51","slug":"empathy-everywhere-all-at-once","status":"publish","type":"post","link":"https:\/\/jigsaw-research.strat7.com\/us\/blog\/empathy-everywhere-all-at-once\/","title":{"rendered":"Empathy, everywhere, all at once"},"content":{"rendered":"

Jigsaw\u2019s designer, Alabama<\/a>, goes undercover at the AQR empathy conference.<\/p>\n\n\n\n

In the 5 \u00bd years I\u2019ve been at Jigsaw Research as their presentation graphic designer, I\u2019ve worked on countless conference papers, in collaboration with many different researchers and clients. It\u2019s a very rare occasion indeed when I\u2019m able to attend an event and see my designs in their intended environment. The reason for this is mainly because I\u2019m not a researcher and not required there (more\u2019s the pity.)<\/p>\n\n\n\n

Therefore, when the opportunity arose to attend the AQR\u2019s (Association for Qualitative Research) seminar titled \u2018Empathy: Brilliant or Bulls**t\u2019, I jumped at the chance. I had designed the PowerPoint slides that my colleague, the formidable Peter Totman would be presenting and was eager to see how my work would be received by the audience.<\/p>\n\n\n\n

Learning about empathy and how to harness it can, of course translate to the research industry and, by proxy, my designs, right? Empathy can surely aid in the design process; the more you can help an audience relate to your work; the more effective the message.<\/p>\n\n\n\n

The time to come clean: I had made myself available specifically for this event for the principle reason: the incredible line up of speakers. This is what I LOVE about working in research; you\u2019d be hard pushed to share a space with such a broad catalogue of interesting people, from such varied backgrounds \u2013 let alone be privy to their expertise anywhere else.<\/p>\n\n\n\n

The night before the event I prepped by taking a test to see where I landed on the empathy scale*. I was certain I\u2019d get top marks and was surprised to see I rated only moderately. I hoped my attendance at the AQR the next day could use as a booster to what I consider a fundamental building block of humanity.<\/p>\n\n\n\n

\u2018You want to be the dumbest person in the room\u2019 \u2013 words to live by from Madonna, whom I have  considered a heavyweight in the empathy stakes ever since I grew up watching her work tirelessly trying to quell the swirling public panic about HIV and AIDs in the 1980s.<\/p>\n\n\n\n

I\u2019d like to think it\u2019s not usually so apparent, so quickly, where I lay on this scale of intellect, as it was at the AQR that day; as well as the doctors, ethnographers, film makers and award winners, I found myself in the midst of the largest number of qualitative researchers I\u2019ve ever seen in one room. The world\u2019s most loquacious people, the only moments of reticence occurring when they were listening intently to the speaker at hand.<\/p>\n\n\n\n

First up, a thought provoking piece from Oli & Lucy from Ipsos \u2018Obesity: An empathy blind spot\u2019. At times bleak, they used their expertise plus respondent videos to really confront the general public\u2019s biases against overweight people head on. One finding particularly stayed with me \u2013 that confirmed overweight people actually enjoyed the pandemic more, due to not having to be around judgmental people or live up to society\u2019s expectations. I found it really, really sad. Had I ever contributed to someone feeling like that, even unintentionally?<\/p>\n\n\n\n

The next section of the day consisted of 3 short presentations from different experts pertaining to empathy skills and how we can employ that as researchers (and designers!).<\/p>\n\n\n\n

Psychotherapist and strategist \u2013 Paul Arnold started his piece by stating he had no need for PowerPoint slides to immerse people in his content (Turns out he was right but I\u2018d be out of a job if everyone follows his lead!) A remarkable talk where empathy was defined not as a skill set, but a mindset\u2026<\/p>\n\n\n\n

Becky Rowe, owner and Head of Research at Revealing Reality gave a (no surprise here) revealing presentation on social research, the message being that individual respondents, as well as a myriad of other factors have to recognise empathy comes with bias.<\/p>\n\n\n\n

\u2018Empathy on film\u2018 was the title of ethnographer Dr P Khan\u2018s offering. He described empathy as a form of \u2018currency\u2019; traded to gain trust to access audiences you may have otherwise had trouble reaching. Dr Khan\u2018s myriad of experience has seen him work extensively with subjects that are notoriously hard to connect with: disenfranchised people like the homeless population, plus whistle-blowers, even working undercover filming terrorist cells. I found myself leaning forward in my seat hoping I would soak up his expertise via osmosis.<\/p>\n\n\n\n

During the break I began to have, in part, a crisis of confidence. At what point could showing empathy, focused on getting the research participant to divulge information that was of an acutely personal nature, cross a line? Did any of these respondents ever regret lifting a veil into their innermost sanctums? Did they ever feel manipulated by someone, who, let\u2019s face it, could never truly know what it was like to live as them?<\/p>\n\n\n\n

I started ruminating on this to the point where I started to worry that this was, in fact, the Actually Quite Reckless seminar. There\u2019d been quite a bit mentioned on the \u2018Us and Them\u2019 dynamic \u2013 and I realised that as a non-researcher, I was maybe more in the latter camp than the former. In today\u2019s climate, can the U & T school of thought ever be used in a responsible, positive way? I reassured myself this was all just hyperbole and had a biscuit. After all, the research industry is consistently held to the highest code ethically.<\/p>\n\n\n\n

On to the 3rd and closing part of the day, with the title \u2018Research and the empathy delusion\u2019, which, annoyingly for me, made use of a really beautiful bunch of slides to match Stephen Lacey\u2019s convincing presentation. Lacey hails from cultural insight company The Outsiders, that states on its website: \u2018When brands said people wanted to create dreams, we said that dreams are dead.\u2019 My sort of sentiment! A sobering piece that compared the quest for empathy at times, to a religion or idolatrous movement, aligning much more with the bulls**t side of the scale than all previous speakers. Stephen touched on my break time musings, i.e. empathy can be \u2018artificial closeness, more for our benefit as researchers than the subject\u2019<\/p>\n\n\n\n

Last to the lectern was my esteemed colleague, Peter Totman, self identified \u2018veteran qual researcher\u2019, who\u2019s talk \u2018Empathy: The research industry\u2019s ultimate aspiration\u2019 was of the opinion that empathy is a mixed blessing out there in the world but a crucial trait in a qual researcher in terms of moderator skills and insight generation \u2013 but let\u2019s not get above ourselves and start talking about empathy as a qual superpower!<\/p>\n\n\n\n

Selfishly, I spent most of this section desperately scanning the audience\u2019s faces for small crumbs of appreciation for my graphics that Peter was clicking through at an irritatingly fast rate. Peter always brings great humour alongside his expertise, still, personally I am taking some credit for the laughs he got when arriving at the concluding slide; I had photoshopped images of Peter on Joe Biden\u2019s body, standing next to Obama, as well as more pedestrian scenes of him heading up a group depth. Was it my own cognitive bias that told myself my designs had slightly boosted the laughter in the room, and by doing that, perhaps improved engagement, even, dare I say it, empathy toward Peter?<\/p>\n\n\n\n

I suppose the answer to that is as subjective as empathy itself; there\u2019s no right way of displaying empathy, or how one reacts to it. Can I use my new found knowledge to my benefit \u2013 when designing? Is this article brilliant or bullsh**t? I\u2019m not sure, but I know I\u2019ll be first in line for a ticket to the next AQR conference.<\/p>\n\n\n\n

Alabama Nash<\/a>, Mar 23<\/p>\n\n\n\n

<\/p>","protected":false},"excerpt":{"rendered":"

Jigsaw\u2019s designer, Alabama, goes undercover at the AQR empathy conference. In the 5 \u00bd years I\u2019ve been at Jigsaw Research as their presentation graphic designer, I\u2019ve worked on countless conference papers, in collaboration with many different researchers and clients. It\u2019s a very rare occasion indeed when I\u2019m able to attend an event and see my […]<\/p>\n","protected":false},"author":2,"featured_media":3065,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[3],"tags":[],"class_list":["post-2761","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"\nEmpathy, everywhere, all at once - Jigsaw Research<\/title>\n<meta name=\"description\" content=\"Learn how empathy plays a vital role in research and business. 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