Empathy map: key tool to understand real customers.

Let's talk about empathy: the human quality that makes us better people

Kindness, common sense, sensitivity, reasoning... all of these are human characteristics encompassed by empathy, the ability that makes us better people because it allows us to put ourselves in someone else’s shoes. If you also believe that a better world can be built by fostering empathy from an early age, keep reading this post! Here, we’ll talk about how this quality is reflected in different areas of life, how to improve and develop it. In addition, we’ll help you create your own empathy map.

Let’s start from the beginning: What is empathy?

Empathy is defined as the ability to understand and share the feelings and emotions of other living beings by putting ourselves in their place and showing concern for their well-being. This skill allows us to connect emotionally with others, perceive their needs, understand their reactions, and respond in a compassionate and supportive way. That’s why empathy is said to make us better people.

How and where does empathy originate?

To understand where this ability comes from, we need to go back to its origins. Basically, empathy is another primitive survival mechanism, since the feeling of protection and kindness toward others ensures the well-being of the group. However, it is one of the most complex and developed human qualities, as the more evolved a society is, the more empathy it tends to show toward others.

Empathy can be studied from different perspectives, such as:

• Biological: some research suggests that empathy may be related to biology and neuroscience. Areas of the brain, such as the anterior cingulate cortex and the mirror neuron system, have been identified as playing a role in empathy.
• Child development: the ability to empathize begins to develop in childhood, as children learn to recognize others’ emotions and respond to them. Education and upbringing can influence the development of empathy.
• Experiential: life experiences, including interactions with others and the situations we face, can influence our ability to empathize. Empathy develops and improves throughout life as we gain a deeper understanding of emotions and human relationships.
• Cultural and social: the cultural and social environment in which we grow up and live can also influence our empathy. Social norms and cultural expectations can encourage or limit the expression of empathy.

What is an empathy map, and what is it for?

From a business perspective—since at Educa.Pro we are experts in boosting team talent—we encounter the empathy map, an ideal tool for marketing departments. Its goal is to help design, marketing, and development teams put themselves in the user’s place and better understand their perspective. Through visuals, it allows for a deeper understanding of the needs, desires, emotions, and thoughts of a specific group of people, known as the “user” or “client.”

The empathy map includes sections or areas that represent key aspects of the user’s experience, such as their thoughts and feelings, what they see and hear, what they say and do, and their needs and desires. Teams use this tool to collect qualitative data about users through market research, interviews, surveys, or other techniques.

Key questions that should appear in your empathy map template

To find the right solutions, the right questions must be asked. These are some of the most important ones:

What do users think and feel?

• What are their thoughts, concerns, and goals?
• What emotions do they experience in relation to the problem or need they’re trying to solve?
• What do users see and hear?

What visual or auditory information influences them?

• Where do they look for relevant information?
• What do users say and do?

How do they express themselves about the topic or issue?

• What are their usual actions or behaviors regarding the problem?
• What are the users’ needs and desires?

What are they really seeking to satisfy?

• What are their goals and aspirations related to the product or service?
• What obstacles and frustrations do they face?

What difficulties do they encounter when trying to solve the problem?

• What obstacles prevent them from reaching their goals?
• What solutions are they considering or using?
• What alternatives or competitors are they evaluating or using?
• How do they perceive existing solutions?

We hope you enjoyed this post about empathy and how to apply it to marketing. As you know, competition among companies is increasingly fierce, and it’s essential to find factors that help us stand out and differentiate ourselves. By fostering empathy, we can better understand our audience and, therefore, offer what they truly want, meet their expectations, and align with their values. Would you like to learn more about marketing and business management? Don’t forget to follow us at Educa.Pro!