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    Presented by Edelman

    Designing Empathy

    How do you use your toilet paper? Are you a folder? A wrapper? A scruncher? We're betting it's the latter, but we understand if you think we're asking for too much information—even though the answers to questions like these matter. Deana McDonagh discusses why you can't design anything for someone if you don't understand them first and how creating empathetic products improves the quality of life.

    Dr. McDonagh
    Chair, Industrial Design Program, School of Art + Design, University of Illinois

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    The Consumer: You May Also Like...

    Whether you clip coupons regularly, shop exclusively online or happily pay full price, it’s true - retailers know more about your buying behavior than you do. CIW examines how technology, data, social awareness and shifting expectations are drastically altering the way we consume.