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The Power of Empathy in Product Development

Consideration of an end user's feelings is a potent tool for developing products What kind of potato chip would you create, and what would you name it, if you wanted to sell the product exclusively to pregnant women? This was the task that marketing professors Kelly Herd (University of Connecticut) and Ravi Mehta (University of Illinois) presented to more than 200 adults, in a study of how emotion impacts creativity.


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