With a 12 year background in research, documentation and analysis of African youth culture, Jess is currently a Director and Strategic Analyst at Instant Grass International. Spending much of her time in field, Jess uses empathy-driven research tools to gain first hand insights into youth cultures, regularly traveling across the continent to observe, analyse and understand the small data behind why young people do what they do.
The Power of Empathy
We believe you have to walk in another person’s shoes to truly understand what they need and what drives them. Empathy is what makes us human. If brands could understand real human needs & raw emotions beyond what big data tells us, they can be better – create better designs, smarter solutions & more authentic communication. We’ll share key learnings on unlocking empathy, illuminating what lies between aspiration & reality, in the quest to provide what people really want & need.