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Empathy Map

Use the empathy map to get a deeper understanding of your customers and capture what drives them emotionally and cognitively.

Description
Similar to the customer persona, the empathy map helps to better picture your target customers. Compared to the customer profile, it is however even more focused on a deep understanding of the customer. The empathy map is all about being empathic with the customer.

How to use the framework
Go out and talk to your customers. Build empathy by understanding their daily routines, their habits and their thoughts. Observe them in their environment and listen closely to them. The most obvious parts to observe is what customers do and say. To find out what they hear, see, think and feel you need to be very open to get to know the customers. Ask them how they feel in specific situations and let them tell stories without Interrupting them. Ask for example "when was the last time you did..". Ask follow up questions like "What did you feel in that situation? What did you think? What struck you as surprising?"

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