By Natasha Weith

Market research is often designed to answer specific business questions, such as how a product compares to the competition or what new features consumers desire. While this information helps guide important business decisions, it does not really help brand teams to truly know their consumer target. To connect with consumers on a deeper level, brand teams must move beyond understanding what is in their consumers’ heads (how they think) and delve into what is in their hearts (how they feel and their underlying motivations.)

The Importance of Empathy

Empathy is the key to unlocking this deeper understanding. It is the ability to understand and share the feelings of another person. It involves not only recognizing what someone else is going through but also being able to emotionally connect with their experience, as if you were in their situation. Empathy fosters compassion, support, and meaningful relationships. 

In a business context, it is about going beyond data points or demographic segments to genuinely connect with consumers’ experiences and feelings. By building empathy, marketers and R&D teams can cultivate a more intuitive grasp of consumer needs, enabling them to make decisions that not only meet consumer expectations but anticipate them. 

Building Consumer Empathy  

Most of the time, marketers are not their own target consumers so they must spend time with them to truly understand their lives, values, hopes, challenges, and behaviors. The goal should be to move through the following spectrum to genuinely empathize with your consumer target. 

The Empathy Trek: Walking in Your Consumer’s Shoes 

Building consumer empathy requires more than traditional research methods. It calls for what we like to refer to as "empathy treks." Unlike typical market research, which is focused on specific business objectives, an empathy trek is a more immersive and observational approach focused solely on getting to know the consumer. The goal is not to gather data for immediate business decisions but to develop a profound understanding of the consumer target. 

An empathy trek involves spending time with your consumers in their natural environments. It means observing how they live, understanding what they value, exploring their beliefs, and witnessing their behaviors firsthand. This exercise helps brand teams to “walk in their shoes” and “feel what they feel,” leading to a more holistic understanding of their lives. 

For example, if your target consumers are busy parents, an empathy trek might involve spending time in their homes during the weekday morning rush, observing how they juggle responsibilities, and understanding the emotional pressures they face. This experience can reveal insights that traditional research might miss, such as the stress points that influence purchase decisions or the small moments of joy that a brand could tap into. 

The Value of Empathy in Brand Management 

So, why is building empathy for your consumer target so critical? The benefits are numerous and can transform the way brand teams approach decision-making. 

1. Eliminating Personal Bias: When brand teams rely solely on data, there is a risk of letting personal biases influence the many decisions made each day. Empathy helps to counteract this by grounding decisions in the lived experiences of consumers, ensuring that strategies and everyday decisions are consumer centric.
2. Faster Decisions: Empathy fosters a more intuitive understanding of consumers. This intuition allows marketers to make faster, more accurate decisions that resonate with consumers on an emotional level, leading to stronger brand connection and loyalty.
3. Anticipating Future Needs: By understanding the emotional drivers behind consumer behavior, brand teams can move beyond simply meeting current needs to anticipating future ones. This proactive approach can set a brand apart in a crowded marketplace.
4. Enhanced Marketing and Innovation: Empathy-driven insights can elevate marketing campaigns by making them more relatable and impactful. They can also inspire innovation, leading to new products and services that not only fulfill a functional need but also resonate emotionally with consumers.
5. Exceptional Customer Service: Finally, empathy can unlock new levels of customer service. When Customer Experience teams truly understand what their customers value and what challenges they face, service strategies can be tailored to address these needs more effectively, leading to enhanced customer satisfaction and loyalty.

Let SIVO Guide your Path to Consumer-Centric Success 

In a world where consumers are increasingly seeking brands that understand and resonate with their values, building empathy is not just a nice-to-have; it’s a necessity. Brand teams that invest in understanding their consumers at a deeper, more emotional level will be better equipped to create meaningful connections that stand the test of time. 

As an insights partner, it is SIVO’s responsibility to champion empathy with our clients. By advocating for empathy treks and encouraging client teams to walk in the shoes of their consumers, we can help you build brands that not only meet consumer needs but also win their hearts. 

Contact us at Contact@SIVOInsights.com or visit SIVOInsights.com to schedule a discovery call and connect to your consumers!

By Cindy Blackstock

We’ve all hired someone to complete a task or a job for us.  For example, if your lawn needs to be mowed – you can hire someone to mow it. Seems simple, doesn’t it? But have you ever asked that question about the products or services you work with?  Do you know what “job” your customers need done, that is causing them to “hire” your product or service?

Customer needs are often less clear than ‘your lawn needs to be mowed.’ Identifying customer needs or “jobs to be done” is an intentional exercise where we must listen, observe and expertly question customers to uncover.

Jobs Theory

Jobs Theory reframes our relationship with customers, making them the center of our focus. While conventional marketing tends to focus on brand and product benefits, Jobs Theory doesn't look internally at products and services but instead, looks externally, to expose the functional, social, and emotional jobs that explain why customers make the choices they do.

People don’t simply buy products or services; they bring them into their lives to fulfill a need. We call this need the ‘job’ they are trying to get done. When we discover why customers want to ‘hire’ products or services, we develop a customer-centric view, allowing brand teams to become empathetic to their customers' needs and wants. 

Trending for SIVO: What Does a Remote Workforce Really Want? You Need to Dig Deeper to Find Out

Identifying Customer Needs with a “Jobs to be Done Map”

A good Jobs to be Done Map becomes a framework that helps marketers figure out how to improve their products or innovate by developing new products and services in their industry or category, i.e., ‘where to play.’ It can be leveraged beyond a single initiative. It maps all the jobs that customers have for a particular occasion.  For example, a Snacking JTBD Map includes all the jobs that customers have for the snacking occasion.  A Financial Investment JTBD Map, includes all the jobs that customers have for investing their money.  It lives on in your organization as a place to continually go back to for inspiration and focus. It provides:

Inspiration and guardrails for brand positioning, marketing messages, product innovation and renovation 

A framework for capturing, defining, categorizing, and prioritizing customer needs

A common language and focus for the cross-functional team

Factors That Influence Customer Behavior

There are several factors that influence customer behavior, including:

1. Customer Needs and Goals - Customers use products that help them achieve their goals and meet their needs. If your product does not effectively address these needs and goals, customers are unlikely to hire it.

2. Product Features and Benefits - The features and benefits of your product can also influence customer buying behavior. Customers are more likely to buy products that offer the features and benefits that they are looking for.

3. Brand Reputation - The reputation of your brand can also influence customer behavior. Customers are more likely to buy products from brands that they trust and that have a positive reputation.

4. Customer Experience - Customer experience can also impact purchasing behavior. Customers are more likely to purchase products that offer a positive and seamless experience, from purchase to use.

5. Competitor Offerings - Competitor offerings can also influence customer buying behavior. If your competitors offer products that better meet customer needs and preferences, customers may choose to “hire” those products instead of yours.

Partner with SIVO to Identify Customer Needs for Your Business

At SIVO, we help our clients uncover their customers’ jobs for a wide range of application opportunities. We design customized research that leads to a fully developed Jobs to be Done Map. Our approach focuses on uncovering the subconscious drivers of customer decision-making by understanding the underlying needs and true motivations.

In Part 2 of our Jobs series, we will share the keys to success for Jobs to be Done mapping along with some examples of how it comes to life. Until then, please reach out to discuss how we can help you to get your brand, product, or service hired. 

Reach out to the SIVO team at Contact@SIVOInsights.com to discuss how we can develop a Jobs to be Done Map for your organization.

By Cindy Blackstock, CEO and Founder

Customer experience—say it and everyone’s ears perk up. CX is influencing and intersecting with consumer insights across most business sectors: CPG, Retail, Automotive, Financial and Healthcare, to name a few. 

The X Factor

Despite it being a buzz worthy term, there doesn’t seem to be a singular, agreed-upon, industry-wide definition for the term customer experience, affectionately referred to as CX.  Definitions and approaches to CX vary but most just want to know what that “X” factor means for categories, brand, and products.

Here at SIVO, we have our own perspective: 

Customer experience is the customer’s behaviors, perceptions, and feelings about their interactions with an organization, brand, product, or service.

In truth, we have been working to reveal the customer experience all along.  For us, it’s not an intimidating or nebulous concept, because we are quantitative and qualitative research experts who are skilled at understanding people to reveal their truths. Through the optimal combination of quantitative and qualitative research approaches, we get to the “what” by collecting customer experience data, identifying the touchpoints along the customer journey. Then, we get to the “why” behind the customer experience data—the stories, emotions, pain points and delights—and translate it into actionable ideas that businesses can use. The two research approaches go hand in hand with the discipline of CX. 

Data + Stories = A Winning Formula

Many market research vendors try to capture the customer experience primarily through quantitative research techniques. Survey data is essential for quantifying the various paths and touchpoints along the customer journey. It plays an important role in validating the experience, so teams can also measure change over time. But the process can’t stop there. Survey data is necessary but is not a comprehensive measure of the customer’s voice. 

SIVO believes clients need a better blend of data and stories to get the complete picture. It is the human component, in a truly “experiential” in-context setting, that brings the customer experience to life. To make a business impact, organizations need that qualitative, intimate understanding of the experience, to find out what is truly happening during each touch point. In other words, we believe that quantitative research helps identify what to improve, and qualitative research helps identify how to improve the customer experience. 

The Steps to Insights

Your customers are on a journey. There may be many individual stops on the route that make up the overall experience. For example, access may be acceptable, customer service may be satisfying, but there may be positive and negative aspects of the product experience for the user. All these individual touchpoints may net to an acceptable customer experience but may not reveal the nuanced opportunity areas that could lead to an improved experience. Brand teams need to talk to customers and ask, “How are you doing?” instead of, “How are we (the company) doing?” These questions reveal the crucial and detailed human element of CX.

SIVO stiches together a map, an outline of the touchpoints that make up the journey of the entire customer experience. SIVO’s typical approach is 4 Steps: 

With preliminary insights that build team intuition, quantitative survey data to build and validate the journey, followed by qualitative deep dives to uncover the nuanced details, the true customer experience can be revealed. Teams can map customers’ interaction with the brand across each touchpoint, identify opportunity areas to act on and then track the customer experience annually, to ensure the quality of the experience remains positive or improves over time. 

With the journey maps in hand, SIVO’s best practice is to facilitate an Activation Session so that client teams can immerse themselves in the journey and the voices of the customer. A few group discussions and exercises help teams to digest the learning, translate and prioritize into an action plan that can be shared with key stakeholders across the organization.   

To discuss your customer experience research needs with experts from SIVO, please reach out to our team at Contact@SIVOInsights.com. 

Every year, businesses face the same challenge: key research projects grind to a halt when insights professionals go on vacation. Deadlines can slip, stakeholder requests pile up, and business decisions get delayed, all because critical expertise isn’t available when it’s needed most.

For many teams, the choice is either overloading remaining staff (leading to problems like burnout) or putting projects on hold (risking lost momentum and missed opportunities). But there’s a better way.

Leading brands solve this problem by leveraging On Demand Market Research Talent—highly skilled, fractional insights professionals who step in seamlessly, ensuring that research initiatives keep moving, even when core team members are out. Whether planned months in advance or needed at the last minute, these experts keep insights flowing year-round without the cost or commitment of full-time hiring.

In this article, we’ll explore:

• The hidden cost of vacation gaps in Insights and Analytics teams
• How on-demand insights professionals fill these gaps
• How leading brands use flexible research talent to maintain business continuity
• How to prepare for coverage gaps (and what to do if you didn’t)

If your research team has ever struggled to keep up during vacation seasons, this is for you. Let’s dive in.

The Hidden Cost of Vacation Gaps in Insights Teams 

Insights teams (or their superiors) often assume they can absorb the impact of vacation gaps—but the reality is more disruptive than expected. When key insights professionals are out of office, projects stall, timelines get pushed, and business decisions are delayed. The ripple effect extends beyond just a temporary pause—it can create significant financial, operational, and strategic costs. 

Delayed Research = Missed Opportunities 

Insights don’t operate in isolation. When research is postponed due to staffing shortages, marketing campaigns, product launches, and strategic initiatives suffer. A postponed concept test could mean missing the ideal market entry window, and a delayed brand study could leave unanswered questions right when leadership needs clarity. 

Burnout Increases & Productivity Declines 

The default response to vacation gaps? Overloading remaining team members. This short-term fix often leads to long-term burnout, reducing productivity and increasing the likelihood of rushed, lower-quality insights. High-performing researchers need time to recharge, but when teams are stretched too thin, performance—and retention—suffers. 

Loss of Institutional Knowledge & Context 

Even with strong documentation, there’s always implicit knowledge that only team members carry—research nuances, stakeholder preferences, and the context behind past decisions. When an insights pro steps away, this expertise temporarily disappears, forcing teams to either pause projects or make assumptions that may not align with prior research. 

Stakeholder Frustration & Lost Credibility 

Insights teams thrive on being trusted advisors to the business, but when gaps in coverage lead to stalled projects or incomplete data, stakeholder confidence erodes. If leadership views the insights function as unreliable, they may turn to gut instinct over data-driven decision-making—undermining the very role of the Consumer Insights function. 

The bottom line? Vacation gaps in insights teams aren’t just an inconvenience—they create costly disruptions that affect business performance. But there’s a way to avoid these risks while still ensuring that research professionals get the breaks they need.

Vacation gaps are inevitable—but research delays don’t have to be.  

How to Keep Market Research Running When Your Team Is Out 

Vacation gaps are inevitable—but research delays don’t have to be. The key to maintaining momentum without burnout is having a strategy in place before gaps happen. Whether you’re proactively planning or scrambling for last-minute coverage, here’s how leading companies keep research running smoothly, even when key team members are away. 

1. Bring in an Experienced Insights Pro—On Demand 

When key team members are out, the biggest risk is insights bottlenecks—studies stall, stakeholder questions pile up, and research deliverables get delayed. SIVO’s On-Demand Talent steps in seamlessly, ensuring business-critical work continues without disruption. 

• Assign an experienced insights consultant to step in and manage ongoing research—from moderating qualitative sessions to overseeing quant studies to basically doing anything your full-time hires are usually covering.  
• Have a dedicated insights pro handle analysis & reporting, so findings are delivered on time—even when your internal team is out. 
• No long hiring process. ODT experts onboard in days, keeping your projects moving. 

2. Get Temporary Coverage for High-Stakes Projects 

Certain projects can’t afford to pause just because someone is on vacation. Product launches, consumer deep dives, and ad testing require continuity and expert oversight. 

• ODT teams provides specialized researchers who can step into complex projects midstream—without missing a beat. 
• No need to push deadlines or overburden remaining team members. Temporary insights professionals ensure work stays on track. 

3. Avoid Costly Delays with Rapid-Response Staffing 

Sometimes, vacation coverage isn’t planned—it’s needed last-minute. Whether it’s a sudden leave of absence or a forgotten PTO overlap, scrambling to fill gaps can lead to expensive delays. 

• ODT rapid-response talent network means you don’t need to panic. The placement of insights professionals can happen within days, so projects don’t stall. 
• Teams stay lean without losing research momentum. No need for bringing on extra full-time hires to cover gaps, when short-term coverage is usually all that’s needed. 

Whether planned or unexpected, vacation gaps don’t have to slow down insights. With an On-Demand Talent strategy in place, businesses stay ahead of potential disruptions—avoiding last-minute scrambles and keeping research moving seamlessly year-round. 

How Top Brands Maintain Research Continuity During Vacation Gaps 

Leading companies plan ahead—or react quickly—with On-Demand Talent, ensuring no critical work falls through the cracks that can impact the organization. Here’s how organizations leverage fractional insights pros to bridge gaps and keep research running smoothly: 

1. Keeping Consumer Research on Track When Your Lead Insights Manager Is Out 

Scenario 1: A national CPG company has ongoing brand equity tracking and ad testing, but their Senior Consumer Insights Manager was heading out for a month-long vacation. 

Without coverage, research timelines would have slipped, and stakeholder meetings would have lacked fresh insights. Instead, the company brought in an On-Demand Consumer Insights Strategist to manage the process, ensuring: 

• Data collection and analysis continued without interruption.  
• Reports were delivered on time for marketing and leadership teams.  
• Actionable insights informed the next stage of brand strategy—without delays. 

This proactive approach prevented research bottlenecks and decision-making gaps, keeping the business moving. 

2. Avoiding a Last-Minute Crisis When an Insights Director’s PTO Overlaps With a Major Product Launch 

Scenario 2: A global food & beverage company had a new product launch scheduled—but their Head of Consumer Insights and two key team members had overlapping PTO. 

With final-stage concept testing still underway and last-minute adjustments needed for packaging and claims, the company faced a potential launch delay. Instead of postponing, they brought in a fractional Insights Lead to: 

• Step in immediately and oversee remaining consumer testing. 
• Ensure insights translated directly into marketing and sales execution. 
• Keep the launch on schedule—avoiding costly delays and lost momentum. 

ODT gave them specialized expertise exactly when they needed it, ensuring no compromises in research quality or speed. 

3. Handling an Unexpected Leave of Absence Without Overloading the Team 

Scenario 3: A leading technology brand was in the middle of a competitive landscape study when an unexpected leave of absence left their insights team short-staffed. 

Rather than overloading remaining team members or pressing pause on critical work, they: 

• Onboarded an On-Demand Market Researcher within a week to pick up where their team member left off.  
• Maintained the study’s original timeline, ensuring insights were delivered as planned.  
• Prevented burnout among the existing team while keeping leadership informed with fresh data. 

With rapid-response talent placement, the company avoided research disruptions and kept its competitive intelligence up to date. 

4. Managing Seasonal Vacation Overlaps Without Halting Innovation Research 

Scenario 4: A major retailer had a busy summer innovation pipeline, but multiple insights pros were out on PTO at the same time. 

Rather than pausing consumer co-creation sessions and delaying concept testing, they used On-Demand Talent to:  

• Moderate in-depth interviews and lead focus groups while internal staff was away.
• Analyze & synthesize findings, ensuring no delays in go/no-go decisions.  
• Keep internal teams updated with real-time insights, even with limited internal resources. 

With fractional insights experts seamlessly filling gaps, the company stayed on schedule without sacrificing research quality. 

The Bottom Line for How to Deal with Research Bottlenecks During PTO 

Whether you plan ahead or need urgent support, On-Demand Talent ensures your research stays on track—so your team can take time off without work grinding to a halt. 

By leveraging fractional insights professionals, companies can prevent last-minute scrambles, reduce the risk of missed deadlines, and maintain research momentum year-round. 

How to Plan for Vacation Gaps in Your Insights Team (And What to Do If You Didn’t) 

So, how do you avoid research slowdowns when your team is out? And if you’re already facing an urgent coverage issue, what’s the best way to bridge the gap without scrambling?Let’s break it down. 

Proactive Planning: How to Avoid Vacation Research Gaps Before They Happen 

Businesses plan for financial forecasts, marketing campaigns, and supply chain logistics months in advance. Yet, many insights teams still treat PTO gaps as an inevitable issue. The key is building vacation coverage into your annual research strategy so that insights continue flowing, no matter the time of year. Some things you can do:  

• Map Out High-Stakes Research Periods & Coverage Needs 
  Identify peak research cycles—product launches, annual brand tracking, campaign testing, etc.—and ensure backup support is in place well before PTO is scheduled. Use research roadmaps to flag critical projects where dedicated resources are required, so gaps aren’t discovered too late. 
  
• Cross-Train Teams & Create Research Playbooks 
  The best insurance against knowledge loss is ensuring at least one other team member understands key methodologies, ongoing studies, and stakeholder expectations. Develop structured research playbooks that outline study designs, data sources, and reporting formats to minimize disruption. 

• Leverage Fractional Research Support for Built-In Coverage 
  On-Demand Talent (ODT) provides pre-vetted insights professionals who can step in seamlessly—ensuring research projects stay on track without long-term hiring commitments. Businesses that integrate ODT into their talent strategy avoid last-minute scrambles and keep research moving efficiently year-round. 

Planning ahead prevents vacation gaps from becoming business roadblocks. But what if PTO conflicts weren’t anticipated—and now key insights work is at risk of falling behind? 

Short-Term Fixes: What to Do If You’re Already Facing a Research Vacation Gap 

Even with careful planning, unexpected gaps happen. A last-minute PTO request, overlapping team absences, or an urgent business need can leave insights teams short-staffed at critical moments. If you’re already dealing with a research gap, here’s how to minimize disruption fast: 

• Prioritize & Streamline Workloads 
  Not every project is equally urgent. Work with stakeholders to reassess timelines, consolidate deliverables, or temporarily deprioritize lower-impact initiatives until full team capacity is restored. 

• Leverage Internal Teams for Tactical Execution 
  While high-level insights strategy requires expertise, some research tasks—survey fielding, basic analysis, or stakeholder updates—can potentially be temporarily shifted to marketing or product teams with clear guidance. However, there is always a risk that they aren’t equipped with the skills to execute properly – and who can really blame them?  

• Activate On-Demand Talent for Immediate Research Support 
  Need an insights pro immediately? As mentioned, ODT fills critical gaps within days, not weeks, ensuring research continuity without overwhelming the existing team, and is an excellent fix for filling research vacation gaps. Instead of pausing work, rushing through deliverables, or handing off work to other staff members, fractional insights pros ensure studies stay on track, analysis is completed, and high-quality reports are delivered on time. 

AI vs. Human Expertise: Can AI Cover Vacation Research Gaps? 

As companies seek more efficiency, many turn to AI-powered research tools to bridge staffing gaps. While AI can be a valuable support system, it has clear limitations that make it an unreliable substitute for expert insights professionals—especially when high-stakes decisions are involved. 

For instance, AI is great at surfacing data but doesn’t interpret nuances, human motivations, or cultural relevance—leading to misaligned insights. AI models also (unfortunately) inherit biases from training data, which can skew results if not carefully reviewed and adjusted by human experts. Additionally, executives rely on strategic recommendations, not just raw data—AI lacks the credibility and business acumen needed to drive stakeholder decisions.  
 
If you’re considering using AI to fill vacation coverage gaps for your research team, keep in mind that the more tools you introduce, the more training your team will require. This can actually take more time away from employees rather than increasing productivity—especially for short-term needs like a vacation fill. What seems like an easy solution can quickly turn into a time-consuming distraction, creating more inefficiencies rather than solving the original problem. 

Where to Find Temporary Research Experts Fast & Seamlessly 

When critical insights projects can’t wait, finding temporary research experts quickly is essential. So, where can businesses turn for immediate, high-quality research support? 

Many organizations look to freelance platforms and consulting firms, but these often require lengthy onboarding or lack the industry expertise needed for specialized research roles. Others attempt to redistribute workloads internally, which can lead to inefficiencies and overburdened teams.  

A more effective approach is tapping into pre-vetted insights professionals (like ODT) who can integrate quickly, understand complex research needs, and keep projects moving without disruption. Whether covering for a planned PTO or responding to an unexpected gap, having a flexible resourcing strategy ensures that insights teams can maintain momentum—without last-minute scrambles or overburdening internal staff.  

About SIVO 

At SIVO, we provide businesses with flexible, on-demand insights talent to keep research initiatives moving—no matter the challenge. Whether you need short-term vacation coverage, interim leadership, or specialized expertise for a critical project, we place senior-level insights professionals within days. 

• Short- or long-term commitments–ODT is flexible! 
• Seamless integration into your team 
• Deep experience across industries and methodologies 

Don’t let research slow down when key insight team members are out for vacation. Let’s talk:  

contact@sivoinsights.com | www.sivoinsights.com/on-demand-talent-management/