Technique 8.12 Empathy Map


It is used to achieve a better understanding of environment, behaviours, concerns and aspirations and usually start by describing the customer segment by using demographic characteristics like income, location, etc

  what does he/she think and feel?
what really counts?
(major preoccupations,
worries & aspirations)
what does he/she hear?
what friends say
what boss says
what influencers say
Empathy Map
(simple customer profiler)
what does he/she see?
what the market offers
  what does he/she say and do?
attitude in public
behaviour towards others
measures of success

Another way of exploring this is by asking the following questions
1. What do customers see?
(describe what the customer sees in their environment, ie
1.1 what does their environment look like?
1.2 who surrounds the customer?
1.3 who are the customer's friends?
1.4 what types of offers is the customer exposed to daily (as opposed to all market offers)?)

2. What does the customer hear?
(describe how the environment influences the customer, ie
2.1 what do the customer's friends (including spouse) say?
2.2 who really influences the customer and how?
2.3 which media channels are influential?)

3. What does the customer really think and feel?
(understand what goes on in the customer's mind, ie
3.1 what is really important to the customer (which might not be made public)?
3.2 imagine her emotions, what moves the customer?
3.3 what might keep the customer up at night time?
3.4 what are the customer's dreams and aspirations?)

4. What does the customer say and do?
(imagine what the customer might say or do in public, ie
4.1 what is the customer's attitude?
4.2 what could the customer be telling others?
4.3 what potential conflicts exist between what the customer might say and what the customer may truly think or feel?

5. What is the customer's pain?
5.1 what does the customer truly want or need to achieve?
5.2 how does the customer measure success?
5.3 what strategies might the customer use to achieve their goals?
"...the goal is to create a customer viewpoint continuously by questioning your business model assumptions. Customer profiling enables you to generate better answers to questions such as: does this value proposition solve real customer problems? What would the customer be willing to pay for this? How would the customer like to be reached?..."
Alexander Osterwalder et al, 2010


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