Behavioral Archetypes - an original concept from Smashing Ideas - are the best way to do this, helping you grasp the "who does what, when they do it, and why." Anna will be speaking about the relationship between empathy and design in understanding markets and cultures. Anna Ho uncovers actionable insights for Fortune 500 companies. With a master’s in Technology, Innovation & Education from Harvard and a second master’s in Media Studies from Stanford, she has over a decade of experience in education (in the U.S. and South Korea). She believes in order to design meaningful experiences for people, we must first do two things: understand, then empathize. Behavioral Archetypes—an original concept from Smashing Ideas—are the best way to do this, helping you grasp the “who does what, when they do it, and why.” This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx