Stigma is a mark or disgrace associated with a particular circumstance, quality or person. Generally, stigma is discussed in the context of mental health. However, stigma is impacting far more industries. This can range from the tobacco industry to adult entertainment to adult incontinence to hearing aids and perhaps even in online dating.
And there are signs that stigma is not only associated with mature industries, but it can also be built into new and emerging industries as well.
Given this, as insights professionals, who are experts in understanding human empathy and realize the value of storytelling, are we equipped to unpack the impact of stigma across so many industries and brands?
This presentation is intended to spark this conversation via the examples shared, and offer a preliminary framework on how leveraging empathy, with behavioral science can offer a potential pathway for brand growth.
Finally, this presentation will also make a call to action to the market research industry challenging ourselves to question if our capabilities for recruiting consumers, and asking the right questions are truly sufficient in helping us deliver what’s truly needed.
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Speakers: