Putting Human Empathy At the Heart Of Your Business

We're often told our sweet spot lies in distilling the human in the work we do for our clients. In the past few weeks we've been exploring what this means in the context of an increasingly online world.

We have more technological tools at our disposal than ever before – whether that’s #AI, #online #technology that bridges the say-do gap or tools that make the most of consumers’ downtime. They all certainly have their role to play in the jigsaw puzzle of #qual, but with every launch of every great new shiny thing, are we losing the fundamentals of what it is to be #human?  

We’re not going to go on about AI again here. That’s the good news. Figuring out how to integrate AI into our daily business lives is increasingly a full-time job and if you’re reading this post, chances are you’ve read quite enough about the benefits and drawbacks of generative AI and the underpinning LLMs.  

"AI is more like an improv actor who has never left home and only reads about the world in books" -AI expert Douglas Summers-Stay  

So how do we open up this binary equation into something more relevant and meaningful?  

Do you trust the quality of your data?

84%* of CEOS are concerned about the quality of the data they’re basing their decisions on - and with good reason. It’s relatively easy to invest in big data but using it is hard. Big data gives us frameworks and “robust sample sizes” but also a false sense of certainty. Life and human beings are messy and can’t be easily contained in boxes. Instead, we believe we need to focus on the thick data. We need to unearth the context, we need to mine the richest stories, we need to unlock the real human emotions that will drive opportunity for your brand & business.  

Human insight can help us own the unknown

At Syren, we are particularly good to untangling insight to drive meaningful action.

We have the experience of:

✏Sifting for the surprising insight that will pivot the story;

👀Spotting the contradiction in a data set that provides the most penetrating insight;

❓Identifying the gaps - because insight can come from the unspoken and the silences as well as from what is clearly articulated;

💫 The gut instinct to spot a dynamic that hasn’t hit the mainstream yet;

💥 And distilling that into something usable for your brand.  

In the coming weeks we will share our 5 principles to unlock empathy in your organisation. We'd love you to join us and continue the debate with us.