The Empathiser audience segment has continued to be the largest Worldview segment since research began. The demographic is typically female, middle-aged, with young to teenage children. This segment has had much attention from Dóchas members as they are seen as the ‘moveable middle’ – if we can reach them, with messages that resonate, they should be ripe for upward engagement.
The purpose of this workshop was to support members who wanted to learn how they can engage with this group and better target them through their communications, fundraising, campaigns and other public engagement strategies. We partnered with Alice PR, who consolidated the Empathiser data, blended it with other key pieces of media research, and produced an interactive workshops, exploring the Empathiser persona.
A pre-workshop exercise was given to guests ahead of the event. This contained the narrative persona for the Empathiser called ‘Michelle’. It gives insight into who an Empathiser might be: who they are, who they interect with, where they spend their time, how do they consume news and information, and what influences them. Guests were then asked to find an Empathiser in their life, and ask them a range of questions. This helped guests understand and identify the Empathiser prior to the workshop, and ‘get into their shoes’, so to speak. You can explore the Empathiser Narrative Persona and pre-workshop exercise through the link below. You will also find the Alice PR deck below, which provides further targeting insights and bespoke ideas for engaging the empathiser.