The Empathy Exchange: From Conversation to Action
Over the past few weeks, Clare Woodward and Suzanne Martin have challenged us to think differently about empathy in research and insight. From the pressures threatening it, to the power of storytelling and the importance of belonging, their series has made a compelling case for why empathy matters. But recognising its importance is one thing. What are we actually going to do about it?
In this fourth and final article of the series, Clare and Suzanne move from reflection to action, introducing The Empathy Exchange, a new initiative bringing our industry together to share experiences, challenge assumptions and strengthen empathy in practice.
And we’re delighted to be bringing that conversation to life with a free Significant Insights event on Wednesday 4 November in London, kindly supported by Opinium. An opportunity to listen, contribute and help shape what comes next. We hope you’ll join us.
Empathy is fundamental to good insight, but current pressures risk weakening our ability to practise it.
Over the course of this series we have argued that the conditions that support empathy are under pressure, that storytelling helps us build empathy, and that empathy helps create belonging. Together, these themes point to a bigger challenge: empathy cannot be left to chance. If we believe it matters, then we need to actively invest in it.
We have made the case for empathy. Now we need the research industry to come together and do something about it. Awareness alone is not enough. If empathy is a capability we need to strengthen, we need spaces in which to practise it, challenge ourselves and learn from one another.
As researchers, we know empathy matters. It allows us to move beyond what people say or do and understand the experiences, needs and contexts behind it. But are we giving empathy the attention it deserves?
Research budgets are tighter, resources are stretched and AI is changing how parts of our work are carried out. Amid that change, there is a risk that we become increasingly data-rich but empathy-poor.
That matters because empathy is not an optional extra. It helps us build stronger relationships, ask better questions and interpret people’s experiences with greater care. It is a fundamental part of good research and insight.
Empathy is also a capability we need to practise. Like a muscle, it becomes stronger when we use it deliberately, and weaker when we assume it will always be there. As AI becomes more embedded in research, keeping a human in the loop is not enough. We need to keep people at the heart of what we do and how we show up for one another.
Because empathy isn’t just something we value, it’s a competitive advantage and a fundamental part of research and insights.
That is why we have created The Empathy Exchange.
The Empathy Exchange is a space for people across the research industry to share experiences, challenge assumptions and develop practical ways to keep empathy at the heart of insight. Because we believe we need to protect and strengthen it deliberately rather than assume it will survive competing pressures.
If empathy matters to the future of insight, then strengthening it becomes a shared responsibility.
We want to bring people together not simply to talk about empathy, but to explore how we can strengthen it. To hear perspectives from across the industry, share your own experiences and help explore what practical action we can take together to ensure empathy remains central to research.
The Empathy Exchange is not intended to be a one-off conversation. We hope it becomes a place where researchers, clients, agencies and industry leaders can explore what empathy looks like in practice, learn from each other and help shape the future of the profession. The challenges facing empathy won’t be solved by a single event, but they can be addressed if enough of us commit to keeping the conversation alive.
We will launch The Empathy Exchange with a free event on Wednesday 4th November, hosted by Opinium at their London office at 24a St John Street, Barbican. Doors open at 5.30 pm, with the event beginning at 6 pm.
You will hear from a panel with experience from across the industry, learn from peers and share your own ideas and experiences. Our aim is to reflect on our current practices, build connections across the industry and create an environment where people feel safe to share. We want your help to explore an important question: Are we at a critical point for empathy in research, and what do we need to do now to protect it?
The answers cannot come from one person, organisation or panel. They need to come from across our industry. That is why we want this to be an exchange.
Joining us on the panel to discuss will be:
- Louise Mclaren MD, Lovebrands UK
- Shazia Ginai Founder of business growth consultancy Exhale Expand Ltd
- Vaishali Meswani Insight Manager, Post Office
- James Pickles Performance coach and consultant
- Dan Hayes Insight Lead, Motorhome and Caravan Club
Sign up for the event: join us and help shape what empathy looks like in the future of our industry:
