Why is data important for empathy? Presentation at HAMK Freezing Week on February 7h 2023.

1. Why is data important for
empathy?
Jari Jussila
Freezing Week 7.3.2023

2. Answer
• Data is important for empathy because it can provide insights into
the experiences, behaviors, and needs of individuals or groups.
• By analyzing data, we can better understand the context in which
people live and make informed decisions that take into account the
perspectives of different communities.
• This can lead to more informed and empathetic actions, such as
designing products, services, or policies that meet the needs of
diverse populations.
Source: ChatGPT

3. Demographics vs
empathy as data
• Male
• Born in UK
• 75 years old
• Married twice
• Celebrity
• Male
• Born in UK
• 75 years old
• Married twice
• Celebrity
What about their behaviours, needs and goals?

4. Why is data
important?
“People want practicality and not
niceties”

5. Empathy for the user
GE-ADVENTURE SERIES – THE PIRATE ROOM

6. Empathy of professional

7. Empathy towards customer

8. Impact of emotions in online shopping
Source: Makkonen et al. 2019,
Image The AI companion who cares: https://replika.com/
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9. Empathic customer service
• In general, when consumers
feel empathy for the service
provider, they less perceive
time and energy cost (Berry et
al,. 2002) and are more
satisfied with the service (Davis
et al. 2017)
Source: Nestle SA,Adobe Stock
Source: Yoon & Lee 2021

10. Hero MotoCorp,
a manufacturer of
motorcycles and
scooters that is
based in New Delhi,
is an example of a
company that uses
evidence-based
empathy grounded
in data analytics.
WINNING WITH DATA: STR ATEGY
Source: Agarwal & Weil 2012; Image courtesy of Flickr user H4NUM4N

11. Softscaling strategy
Optimizing
Business
Processes
Informed
Empathy
Nurturing
the Emotional
Connection
• Optimize core
business process
• Use data empathically
by adding context
from local sources
• Engage customers
• Empower employees
Source: Agarwal & Weil 2012