EMPATHIZE AND DEFINE

-Manukrishna Nair

stakeholder: mother

PART I: EMPATHY MAP

SAY

“Her salary is not at par with mainstream disciplines”

“We spent a huge amount on education; I’m disappointed with the career choice”

“After 4 years (of graduate studies) she was still confused”

“I wasn’t supportive of her chosen field, so I don’t even know of any organizations in that area”

“I’m worried if this career will allow her to live the lifestyle she’s used to” “Her batchmates have taken

structured courses and have secured high paying jobs”

“It was a horrifying and anxious experience while she was in Delhi for 6 months. I wasn’t worried so much when she studied in NY”

“She is very confident and at interviews she would do very well”

SAY

“I feel good when she shares certain stories; but not sure”

“She stood by her decision, she is very headstrong”

“We were worried about her safety – location, transport and stay”

“Frankly, No, I did not do any background research on her chosen field”

“A career should have a blend of what she is doing but also monetary satisfaction”

“She is very committed to the cause that she has taken up”

“We have been used to a structured format of educaction”

“There is proabably scope for what she is doing; but growth I’m not sure”

DO

As this interview was conducted with a respondent in a different city through a telecon, no observations

were recorded.

THINK

As this interview was conducted with a respondent in a different city through a telecon, no observations

were recorded.

There is a resistance to accepting a career out of the usual (engineer/doctor) as a “right career choice”

Comparing her child’s choice to what others are doing in society causes disappointment as the new approach is longer The mother feels a sense of pride inside, but

she doesn’t express this too much to her daughter. This I feel is to keep pushing the daughter so that she understands the importance of practical living

She wants her daughter to be independent at the same time would have concern with certain location choices

FEEL

There was pain in the mothers voice that expressed her concerns over practical and financial stability

Her personal situation has possibly caused her to consider financial stability as utmost important

She doesn’t doubt her daughters capabilities at all

She knows that her daughter is happy and will show outside support

PART II: PROBLEM STATEMENT

STAKEHOLDER

Geeta Nerulla, a 52 year old, recently divorced, mother of 2 who makes an earning conducting yoga classes tries to support a daughter who has high dreams and is ideological!

NEED

How to combine a child’s ambition into practical reality for a needed lifestyle? ?

INSIGHT

Mothers have a lesser appetite for risk when it comes to career choices (especially for their daughters)