Example of an empathy map
Posted: Sun Dec 22, 2024 7:24 am
As an example for filling out an empathy map, we can consider visitors to a coffee shop located in a shopping center. The first step is to select a character. Let's say this is Natalia, 35, an interior designer, unmarried. Next, you should select a suitable model, focusing on the business segment. In this case, the standard Osterwalder map will do, in which we will fill in the key elements:
" Sees ": Natalia communicates with clients, visits construction stores, thematic exhibitions and actively follows the latest trends in design and architecture. She may learn about a specific coffee shop from advertising on social networks or through recommendations from popular bloggers. She will also notice advertising posters or signs for a coffee shop during her walk through the shopping center where the construction store is located.
" Listens ": She communicates with clients and canada mobile number friends, focusing on their opinions. Before making a choice, Natalia may learn about a coffee shop from friends or hear an advertisement playing on the internal radio of a shopping center.
" Speaks ": Natalia mostly discusses work issues with clients and contractors, and also shares her opinion on fashion trends with her friends. She has authority in her circle and actively expresses her opinions on places and objects that she likes.
" Does ": She plans her day carefully and is not prone to impulsive decisions. She occasionally writes reviews of establishments and events.
Now let's look at the emotional aspects:
" Pains ": Natalia is concerned about the quality and timing of her work, and also wants to discuss the terms of cooperation in a comfortable environment.
" Needs ": She strives to improve her reputation among customers, increase the cost of her services, optimally plan her working time and meet with clients outside the office, preferably near construction stores.
Based on the analysis, we can draw a conclusion about Natalia's motivation to visit a coffee shop in a shopping center. She may go there to meet a client after visiting a hardware store. However, this is unlikely to be a conscious choice of this establishment - her visit is a consequence of shopping in stores in the client's company.
Example of an empathy map
Source: shutterstock.com
Therefore, it is a comfortable atmosphere for discussing projects and quality products that become decisive factors. Conditions such as lighting, noise level and the availability of spacious tables for project documentation are important, given that Natalia's clients are usually people with an average and higher income.
After receiving the data, you should hold a meeting with the coffee shop staff to compare the compiled customer profile with the actual type of visitors. When creating a consumer portrait, often not one image is used, but several, based on information from various sources. For example, when developing an empathy map for a wallpaper store, you can consider three different characters:
Olga, 45 years old, architect, is looking for a wallpaper store for long-term cooperation.
Vadim, 56, a bank manager, is choosing wallpaper for renovating his country house.
Victoria, 30, sales manager in a manufacturing company, is renovating the interior of her rental property.
The creation of a sales or price proposal will be based on the analysis of several empathy maps, taking into account the needs of different segments of the target audience. It is important to focus on specific facts, rather than assumptions about potential customers, to avoid creating an unrelevant commercial proposal in the future.
Once a client base has been established, the data can be fully transferred to create a complete character image based on real clients.
Recommended articles on this topic:
Company Marketing Plan: Short and Detailed Versions
KPI for the sales department: how to calculate and implement
32 methods of finding and attracting clients
" Sees ": Natalia communicates with clients, visits construction stores, thematic exhibitions and actively follows the latest trends in design and architecture. She may learn about a specific coffee shop from advertising on social networks or through recommendations from popular bloggers. She will also notice advertising posters or signs for a coffee shop during her walk through the shopping center where the construction store is located.
" Listens ": She communicates with clients and canada mobile number friends, focusing on their opinions. Before making a choice, Natalia may learn about a coffee shop from friends or hear an advertisement playing on the internal radio of a shopping center.
" Speaks ": Natalia mostly discusses work issues with clients and contractors, and also shares her opinion on fashion trends with her friends. She has authority in her circle and actively expresses her opinions on places and objects that she likes.
" Does ": She plans her day carefully and is not prone to impulsive decisions. She occasionally writes reviews of establishments and events.
Now let's look at the emotional aspects:
" Pains ": Natalia is concerned about the quality and timing of her work, and also wants to discuss the terms of cooperation in a comfortable environment.
" Needs ": She strives to improve her reputation among customers, increase the cost of her services, optimally plan her working time and meet with clients outside the office, preferably near construction stores.
Based on the analysis, we can draw a conclusion about Natalia's motivation to visit a coffee shop in a shopping center. She may go there to meet a client after visiting a hardware store. However, this is unlikely to be a conscious choice of this establishment - her visit is a consequence of shopping in stores in the client's company.
Example of an empathy map
Source: shutterstock.com
Therefore, it is a comfortable atmosphere for discussing projects and quality products that become decisive factors. Conditions such as lighting, noise level and the availability of spacious tables for project documentation are important, given that Natalia's clients are usually people with an average and higher income.
After receiving the data, you should hold a meeting with the coffee shop staff to compare the compiled customer profile with the actual type of visitors. When creating a consumer portrait, often not one image is used, but several, based on information from various sources. For example, when developing an empathy map for a wallpaper store, you can consider three different characters:
Olga, 45 years old, architect, is looking for a wallpaper store for long-term cooperation.
Vadim, 56, a bank manager, is choosing wallpaper for renovating his country house.
Victoria, 30, sales manager in a manufacturing company, is renovating the interior of her rental property.
The creation of a sales or price proposal will be based on the analysis of several empathy maps, taking into account the needs of different segments of the target audience. It is important to focus on specific facts, rather than assumptions about potential customers, to avoid creating an unrelevant commercial proposal in the future.
Once a client base has been established, the data can be fully transferred to create a complete character image based on real clients.
Recommended articles on this topic:
Company Marketing Plan: Short and Detailed Versions
KPI for the sales department: how to calculate and implement
32 methods of finding and attracting clients