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  • Adam Witwer thinks this is interesting:

All the research projects that organizations perform, no matter which type of research it represents, tend to fall into two categories: evaluative or generative. Evaluative research seeks to judge how well something works for a person. Generative research seeks to collect knowledge about a person or context or market that can serve as a foundation for creating new ideas. The kind of empathy defined in this book is generative research.


Cover of Practical Empathy


Useful breakdown.