The map is then enriched as the team answers questions

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What is the Empathy Map? Developed by XPLANE, an international design thinking consulting firm, the Empathy Map is a visual management tool that allows you to deeply know your customer through a diagram that establishes questions and topics about different areas of a persona’s life. You can perform it on a blackboard by adding post-its, flip charts, sulfite paper, or a computer. The exercise consists of reproducing the business customer in a visual format, enabling the collection of hypotheses about the selected target audience and the team’s understanding of the consumer’s reality.


About the customer, such as who they are, what they see, what they listen to, what they say and do, what qatar telegram number list they think and feel, and what their pains and needs are. Empathy Map example. Source: XPLANE What’s the goal of the Empathy Map? The goal is to achieve a deeper level of understanding of the persona, which could be a customer, prospect, partner, and so on.


Ideally, the Empathy Map should be drawn after clearly defining the personas, as this will provide an in-depth analysis of the customer. However, even if you don’t understand the client very well, the exercise of empathy mapping can help you identify gaps in your understanding and obtain a more profound knowledge of things you don’t quite know yet. Within an agency, Service, Planning, and Digital Marketing teams can benefit from the tool.