EMPATHY IN ACTION: A QUALITATIVE STUDY OF THE INTERSECTIONS OF DESIGN THINKING AND MARKETING

Purpose - This paper explores a theoretical and practical intersection of design thinking and marketing. The primary emphasis is on comprehending how the fundamental principles of design thinking can be effectively utilized within the broader marketing context to improve customer focus. Design/Methodology/Approach - The research study employs a qualitative research approach, utilizing thematic analysis of data collected through semi-structured interviews with industry professionals and academic researchers. Findings and implications - Research findings reveal a clear connection and compatibility between design thinking and marketing, particularly in the context of customer-centricity. The study suggests that design thinking can provide a fresh perspective on and an innovative approach to traditional marketing strategies, potentially leading to more effective and customer-focused outcomes. The study's implications are significant for both practitioners and academics, highlighting the potential for interdisciplinary research in this area. Limitations - The study limitations include a relatively small and industry-specific convenient sample and the explorative nature of the methodology employed. Therefore, the generalization of findings for other industries is limited. Originality - This explorative research study provides new insights into the potential integration of design thinking and marketing, addressing an identified gap in the literature and offering valuable contributions to both fields of study.