Jane Freiman is the Founder of Smart Kitchen Insights Group, a virtual test kitchen that puts the home cook at the center of innovation. A seasoned expert in cooking behavior and the future of the kitchen experience, Jane brings more than 30 years of test kitchen expertise, including 27 years at the Campbell Company, where she also led the Consumer Test Kitchen. She has a deep understanding of how people cook, what they need, and what gets in their way, and she translates that understanding into clear, actionable insights for companies. Jane specializes in trend spotting across home cooking behaviors, kitchen tools and technology, and health and wellness, helping brands create solutions that truly resonate.
Sessions
Apr 29
5:10 PM - 5:30 PM EDT
Yellow Stage
Customer Experience (CX)
Emotional Engagement
Innovation & Product Development
Qualitative Research
Building Empathy: The Insight AI Can't Deliver
In a world where we have so much data and information at our fingertips, we need to remember that true insight doesn't come from reports or data alone, it comes from empathy and human insights. In this session will talk about how building the empathy muscle is essential for market researchers and their cross-functional partners, and how stepping outside our bubbles leads to deeper consumer connection and better innovation.
Key Takeaways: 1. Why empathy matters: Understand the limits of reports, presentations, and even AI in capturing real human truths. Remind people of the bubbles we (and our cross-functional partners live in) and why we need to make a conscious effort to bring empathy into decision making. 2. How to build empathy muscles: We will share practical ways for market researchers and their cross functional partners to build their empathy muscles. We will share examples of ways we have gotten people out of their bubbles (at Campbell's and beyond) and connect with consumers and suggestions for when/how to incorporate empathy into their work.
