Empathizing with the End User: Effect of Empathy and Emotional Intelligence on Ideation

Trait emotional intelligence and evoked empathy may help in a task where emotion-evoking source material is utilized to ideate solutions and services for the end-user. Participants of the current study read life stories of different persons, with perspective-taking instruction to evoke either high or low empathy. The reading was followed with ideation tasks, first identifying problems that the person of the story is facing, and then creating initial ideas for products or services to help with these problems. The perspective-taking empathy manipulation had an expected effect to the self-reported state empathy; however, it did not have an effect on the performance in the ideation tasks. Trait emotional intelligence was related to the detection of the problems and to the generating of more ideas. The results imply that emotional intelligence may be beneficial in ideation process where perspective of the customer or end user has to be considered.