What is empathy map? Examples and how to do empathy map

Thanks to its superior properties, empathy map has helped many businesses in analyzing consumer needs of customers. So how to set up and apply this type of penetration chart? Let's go with Viindoo to find a detailed explanation through the article right below.

1. What is the Empathy Map?

Empathy Map (Empathy Map) is a tool to help businesses do deep analysis to better understand customer information, thoughts and feelings. Through detailed research, businesses can make the most accurate predictions about consumer behavior and true feelings of customers about products/services. From there, businesses can easily adjust and provide the types of products and services that best suit the tastes of users.

In addition, the data collection process for customer empathy map It also helps businesses solve their own problems and quickly come up with a solution that suits their actual business situation.

Because of such benefits, the empathy chart has been applied by Product Owner, UX (User Experience) experts, market researchers in researching user behavior with their products.

The empathy map is a model that analyzes consumer behavior and needs.The empathy map is a model that analyzes consumer behavior and needs.

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2. When to use empathy charts?

So what are empathy charts really used for?

Firstly, empathy map allowing managers at all levels to access customer data in the most detailed way. In it, each individual or department will have each perspective and direction of thinking about the research object. Therefore, once the correct empathy chart is established, businesses will minimize the reception of false information.

In addition, empathy charts also help organizations and businesses store customer information to always make the right adjustments related to products and services. A separate customer file will be created after each business research customer behavior. Next, the business will proceed to solve each specific problem that customers are facing.

Thus, with the benefits mentioned above, empathy map is a reflective tool for corporate marketing campaigns. This map is used by businesses at any time, as long as businesses want to understand more deeply about customers and their feedback on products. In addition, this map is used when planning consumption and improving quality.

However, businesses should not overuse the empathy chart in a business cycle because this can easily affect the results of the overall taste measurement.

Empathy charts are used when businesses want to analyze customer needs.Empathy charts are used when businesses want to analyze customer needs.

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3. Components of Empathy map

Here are five components to include in an empathy chart. Follow up now!

3.1 Central part: Customer information

In empathy map Customer information is considered the most important component. Customer information plays a central role in building an effective customer management system. This section covers the activities of collecting, managing and analyzing data about customers.

Build business customer information.Build business customer information.

3.2 SAYS: What customers say

SAYS are collected by businesses from research or from previously available data. Specifically, you can collect some typical customer statements like "I want a quick solution" or "I'm not sure where to go from here".

3.3 THINKS: What customers think

This section is quite similar in content to the “Speaking” section. However, this section deals more deeply with the secret thoughts that customers have chosen not to speak out. It can be said that this factor is quite similar to the concept of "Customer insights.” Therefore, businesses must use qualitative research methods to know what customers are thinking and what is really important to them.

Besides, businesses should also find out why customers are hesitant to share their thoughts. From there, businesses can learn more information about customers as well as similarities between their desires and the products that the business can provide.

Get to know your customers' inner thoughts.Get to know your customers' inner thoughts.

3.4 DOES: Customer actions

This section covers customer actions and how to perform them. Here, businesses will use overlapping information to know the complexity of customers.

Businesses must empathize andI find out to know what customers want before the product exists and what they want to achieve with the product after use.

Research consumer behavior of customers.Research consumer behavior of customers.

3.5 FEELS: Customer reviews

In this part, businesses will delve into the user's emotional state and answer questions such as "How do users feel when experiencing the service?" and "What factors get customers excited or nervous?".

To organize this information, businesses should list emotions and provide a short description of what caused them to feel those emotions. For example, "Emotionally anxious - don't want to waste time.", "Emotionally overwhelmed - because there are too many decisions to make".

Businesses study customer reviews.Businesses study customer reviews.

4. Empathy Diagram Example

Here is a Example of Empathy Map. In this example, 29-year-old Stephanie Davis is a writer who lives in a big city and is working remotely. Her computer has stopped working and she needs to buy a new computer.


  • A computer is broken.
  • As a writer working remotely, Stephanie Davis needed a new computer.


  • Want a calculator with an easy to use interface.
  • Stephanie Davis swilling to pay a high price for a durable, high-quality computer.


  • Feeling disappointed that her current computer is only three years old.
  • Feeling overwhelmed and confused by so many models and models on the market
  • Feeling anxious and hoping “I hope I made the right choice.”


  • The friend said, “I chose the computer because it is fast.”
  • The boss said: “I chose the computer because it is light.”
  • Other Reviews: “Macs are best for advertising. PC is best for gamers.”


  • See colorful and trendy ads for Mac computers everywhere.
  • Seeing Apple products on the hands of people passing by.
  • Read the blog for Mac recommended ads.


  • “I need a good value.”
  • “I wanted a product worth the money.”
  • Tired of looking for customer and product reviews.

Through empathy chart example With this, businesses can build their own products based on Stephanie's behavior. For example, a business can increase the value of its product a bit to users like Stephanie, as long as you ensure the quality of the product is high. You are also aware that product reviews and customer care are important to users like Stephanie.

Use empathy maps to dig deeper into customer behavior.Use empathy maps to dig deeper into customer behavior.

5. How to make a complete Empathy map

With a diverse customer base, businesses should create empathy map exclusively for each customer. Following are the specific steps to set up the Empathy Map chart.

5.1 Identify the target audience

The first thing that businesses need to do is to clearly define their goals to easily go into each customer. Setting a common goal is essential. Besides, creating detailed goals will help businesses easily assess whether a complete map is capable of meeting expectations.

Identifying the right goals is the first step in the empathy map.Identifying the right goals is the first step in the empathy map.

5.2 Researching customer and user behavior

If you want to study consumer behavior, businesses need to analyze their observable factors. After this thorough research process, businesses will soon know what the user's way of thinking and acting is. However, to do this, businesses must necessarily focus on finding the answer to the question "Why do they behave like this?"

5.3 Put yourself in the customer's shoes

After distilling observable factors from customers, businesses will put themselves in the shoes of customers to be accompanied by their thoughts. Although it is difficult for businesses to know exactly what customers actually think, but at least it can be speculated.

Put yourself in the customer's shoes.Put yourself in the customer's shoes.

5.4 Experiment with empathy map

After completing the empathy chart, each employee should immediately share it with team members to discuss together. This step will help you get an overview of the problem as well as generate new ideas during the discussion.

Experiment with empathy mapExperiment with empathy map

Through the above article, Viindoo presented basic information about empathy map. Hopefully, the above information has partly helped readers in the journey of building a customer empathy map.

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SEODO 24 May, 2023

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