Empathy in market research: Why it matters more than ever 

In a world obsessed with speed, automation, and shiny new tech, empathy might sound… quaint. Outdated, even. But in market research? Empathy is your competitive edge. 

It’s how we get from ‘people say X’ to ‘here’s why they feel X.’ It’s the bridge between data and decision-making. And it’s the reason your research doesn’t just tick a box. 

Let’s break down why empathy is still one of the most powerful tools we have – even (and especially) in an increasingly AI-driven world. 

What is empathy in market research? 

Empathy in market research is about understanding people as they are, not as we assume they are. 

It’s the ability to walk in the shoes of your respondents, see the world through their eyes, and create space for them to share openly. That means writing questions that don’t lead. Creating environments where participants feel safe. And analyzing findings with curiosity, not confirmation bias. 

Empathy makes you a better researcher. It helps you design smarter studies, ask richer questions, and uncover the insight hiding beneath the surface.  

It’s also the heart of Human Experience (HX). At Forsta, we believe you can’t deliver great insights without deeply understanding the human behind the response. 

Why empathy still wins in a tech-powered world 

Let’s be clear: We love technology. But as powerful as platforms and analytics have become, they still can’t feel. 

Empathy is what helps you: 

• Spot the awkward pause in an interview that means something was off 

• Hear the hesitation in a voice and know to follow up 

• Read the emotion in a longform text answer  

In short: Empathy helps you connect dots that algorithms can’t. 

And as data becomes more abundant (and more automated), empathy becomes even more valuable. It’s how you find the insight that isn’t obvious. The nuance that matters. The why behind the what. 

What are the four components of empathy? 

(And how they show up in market research) 

Empathy might feel like an instinct, but it’s actually made up of a few key abilities that help us tune into other people’s experiences. In research, these show up all the time – whether we realize it or not. 

Here’s how the four core components of empathy come to life in our work: 

1. Perspective-taking: The ability to put yourself in someone else’s shoes – intellectually and emotionally. In research, this means framing questions that reflect the language, experience, and reality of your audience, and designing inclusive studies that avoid assumption or bias. 
2. Emotional regulation: Staying calm and centered, even when the topic is emotionally charged. In research, this is all about holding space during sensitive interviews, and managing your own reactions so you can focus fully on the participant’s experience. 
3. Self-awareness: Noticing your own lens, and how it might shape what you hear, how you ask, or what you assume. In research, this means being mindful of personal bias when analyzing data, and reflecting on how your worldview may influence question design or participant interaction. 
4. Empathic concern: Actually caring about the people behind the data, and what their voices represent. In research, this means creating environments where people feel heard and safe, and prioritizing authenticity. 

Empathy isn’t just a mindset – it’s a skillset. And in market research, it’s one that shapes everything from the quality of your data to the impact of your final recommendations. 

AI, bias, and why humans are still essential 

Yes, AI is changing the game. It can transcribe interviews in seconds, tag themes, detect sentiment, and even generate summaries. 

But here’s what it can’t do: care. Feel. Question its own conclusions. 

And that’s where human researchers still have the edge. 

Empathy is what helps us: 

• Spot when something just doesn’t feel right – even if the data says it’s fine 

• Question if bias is creeping into our tools, samples, or analysis 

• Handle emotionally complex topics with care and cultural sensitivity 

Left unchecked, AI can amplify bias, oversimplify nuance, or miss out on the very insights that matter most. 

The sweet spot? Use AI to do the heavy lifting – the sorting, summarizing, and organizing – while keeping humans in the loop to add context, challenge assumptions, and inject empathy. 

Because empathy is what makes insight human. And humans still make the best humans. 

How can empathy be measured? 

(Yes, even the fuzzy stuff can be tracked) 

While empathy may feel intangible, there are ways to measure its impact in research – and they’re more grounded than you might think. Here’s how we can begin to spot the signs. 

Qualitative indicators: 

Sometimes, you can feel the rapport in the room (or through the screen). When participants are engaged, open, and expressive, it’s often because they feel safe and understood. Look for things like: 

• Richness of participant responses 

• Willingness to disclose sensitive opinions 

• Level of emotional engagement in a session 

• Participant feedback on how comfortable and heard they felt 

These are the ‘soft signs’ that your research environment is working – and that empathy is playing its part. 

Quantitative proxies: 

Yes, empathy can show up in the numbers too. It might not have a dedicated column in your Excel sheet, but it often correlates with indicators like: 

• Emotional intensity scoring from open-ends 

• Dropout rates vs completion (higher empathy = more engagement) 

• Post-survey ratings on trust, comfort, or perceived respect 

If people feel seen, they tend to stick around – and share more along the way. 

Tech-enabled tools: 

New tools are giving researchers more ways to observe empathy in action – or at least the emotional signals that point toward it. For example: 

• Facial coding and tone analysis in online focus groups 

• Text and speech analytics to detect sentiment 

• Tagging tools that track emotional language patterns 

Used thoughtfully, these tools help you to capture and interpret what participants might not be saying out loud – but are definitely expressing. 

Together, these signals can tell you if your research approach is landing with care and connection – and show you where to dial that human touch up or down. 

Empathy is your edge: Use it wisely  

Empathy isn’t soft. It’s smart. Strategic. And essential for research that actually reflects the people it’s meant to represent. 

In an industry increasingly shaped by speed, automation, and big data, empathy is how we stay human. It’s what helps us build better products, design more meaningful experiences, and truly listen to the voices that matter. 

And yes. Even in a world of AI-powered everything, human insight still can’t be automated. 

At Forsta, we build tools that amplify human insight – not replace it. Whether you’re running global surveys, online focus groups, or in-depth qual, we make it easier to listen with empathy and act with confidence. Find out more today.