Along the years entrepreneurs had the necessity of reaching their costumer and to test a product, system or movement with the people that are prone to use the product, or the introduced method that you want to implement. Starting from the age of the stone, people had always had the necessity of exchanging thing according to the value that it has from each part. With the pass of the years, people had established an economical system, with a currency valid for the people of a region and so on.
Many specialists of the human behavior have make research about this phenomena that happens every day, so that they have developed tools to the ones that are trying to change something, and introduce something to the market, one of this tools is going to be the Empathy Map
“The philosophers have only interpreted the world, in various ways. The point, however, is to change it.” Marx, Karl
The empathy map is a tool used to know the customer that is going to be using or buying your product in the future. According to the creator of this map, Dave Gary, he develop this tool in order to understand the customer, and other parts in the ecosystem where the user is going to be dealing with This map Is shaped by 6 different sections, which are fill with some critical questions:
- Think & Feel: What would they think? Do they have any worries?
- Hear: In different scenarios, what would they hear?
- See: What are they seeing in the behavior of their own relationships?
- Say & Do: How much would be the change from what they used to say to what they say? What are they doing in the different scenarios?
- Gain: What are they gaining in this scenario?
- Pain: What are they paining? What are their fear points, to leave the comfort zone?
To apply the sections that we just saw, we will have to find a problematic wherever you are, so that you can interview people that is affected by this problematic or has this need. Once you have found your problematic, you should find people to interview in order to get the answers to fulfill the empathy map. The questions should not be YES/NO questions, this because we miss a lot of information in this type of questions, and what we want to do is to have a routine where we can see how is the problematic affecting or possible user or customer.
“We don’t want to push our ideas on to customers, we simply want to make what they want.”
Laura Ashley
The implementation of the answers with your logic and inference of the situation that
he/she is living you will be able to complement your empathy map, with information that is going to help us to have an approach to the customer, and to make a rank in the segments of market that we are going to be having. It is also helpful in our quotidian life, because it helps you to understand the other people situations, and why they make things, this because the empathy map gives you a lot of context about the situation of a person.
References:
Bland, D. (2016, April 21). SoultionsQ. Retrieved from https://www.solutionsiq.com/resource/blog-post/what-is-an-empathy-map/
Gray, D. (2017, July 18). Gamestorming. Retrieved from https://gamestorming.com/author/dave-gray/
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