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Empathy Mapping exercise to understand your audience 

 June 2, 2013

By  Gavriel Shaw

Innovation Catalysts, Wendy Castleman and Suzanne Pellican, introduce the Empathy Map as a tool for unpacking observations to get empathy for customers you’ve done research with.

Neat run down of a simple brainstorming exercise that will help you develop empathy about your audience.

empathy-map-face

Use these intuitive questions to develop an empathy map, asking:

  • What does your chosen audience say (visible)
  • What do they do (visible)
  • What do they think (invisible)
  • What do they feel (invisible)

Useful before developing more comprehensive personas and storyboarding.

See the picture for an excellent orientation to empathy mapping via the senses associated with different parts of a face.

Gavriel Shaw


Gavriel has product and marketing expertise from a variety of roles, including CMO, Head of Growth, Head of Marketing, eCommerce Director, Web Marketing Director, Product Marketing Manager, and Senior Copywriter in various sectors, both B2C and B2B.

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