Empathy Map: What it Is and How to Do It

Having talent in your team is essential to develop a company. Digital transformation requires trained people who know the ins and outs of the new changes.

Companies have an increasingly strategic role, and therefore, it is especially important to be updated. In this context, training becomes an essential pillar, specifically studies such as the Digital Talent Executive Program that we have at ISDI.

What is an Empathy Map?

An empathy map is a technique based on finding out and understanding potential customers’ needs, desires, fears and frustrations to create marketing and communication strategies that connect directly with them.

To trace it, it is necessary to answer questions, establish the route to follow, and meet the client’s needs. These questions are:

  • What does the client think and feel? In this case, you must know what matters to him, what his main concerns are, what he aspires to and what worries him, both in his day-to-day life and in the long term.
  • What does he hear? It would help if you delved into who are the influential people you listen to, what media you consume, and the close environment that surrounds you.
  • What does he see? It is important to know everything in the potential client’s environment focused on the type of information they see, the people in their environment, and the products and services available to them.
  • What does he say, and what does he do? It is important to know how you behave in public and your actions and decisions.
  • What are the concerns and fears you have? You must know what fears you experience, the obstacles you encounter and the difficulties you have.

What is an Empathy Map Used For?

The empathy map is used to visualize the client’s needs, providing the data graphically to understand what the client wants.

There are several functions that an empathy map has, and that greatly help the marketing and sales strategy:

  • Understanding the user allows us to design more specific products and services.
  • Facilitate communication with the client by getting to know him in depth.
  • Foster empathy and connection through brand messages.
  • Identify opportunities for improvement throughout the strategy.
  • Segment and identify new potential customers.

How to Make an Empathy Map

To create an empathy map, it is necessary to follow a series of steps, among which is the answer to the questions previously described. Issues such as defining the ideal client, knowing his concerns or shaping his thinking are part of creating the empathy map.

Define An Ideal Client

To start making an empathy map, it is important to know the ideal client. This part of the process will analyze everything about who will buy a product or service.

This definition must include a profile that describes what you work for, your level of studies, what your family is like if you are a man or a woman, your age, where you are from, how much you earn, how you are on a personal level, how you communicate … the more data that is put on the table, the easier it will be to be able to meet this person and, therefore, know how to reach him.

Answer the Questions on the Empathy Map

The next step in the process has to do with stopping to answer, in the best possible way, the questions that are associated with the creation of the empathy map. They will define how the client thinks and feels, what he hears and sees, what he says, what his efforts are, and what his results are.

Again, this part of the process is an important source of information that will make it much easier for you to understand who is on the other side and, in this way, anticipate their way of acting and be in the right place. Found by him.

Put Everything on Paper

Once all the answers are known and what the ideal client is like and feels has been analyzed as much as possible, the time has come to draw the empathy map.

Using a graph, a table, a diagram, or a template, all the ideas must be written down and gradually refined until the document is created to serve as a guide to better understand the potential client.

About The Author

Scroll to Top