Being able to assess accurately what others are thinking or feeling is one of the traits that has made us so successful as a species.
It allows us to be social. At the same time, it also makes us very good at assessing any threat from others. Similarly, while it allows us to be our human best as empathetic creatures, it also allows us to outwit our fellows and enables other even less desirable abilities, through deceit.
By creating and using detailed descriptors of the people we’re thinking about, we can use projection to hypothesise insights which can then be validated, if required, in market research. These validations will help to drive creative thinking, communications strategy and tactical planning.
For more information on Being the Other, contact us.