How to create an empathy map

Brands use empathy mapping to get into the heads, and hearts, of their target audiences.

They reveal gold-dust insight into the way people think, what’s important to them their behaviours, their attitude, and why they do things the way they do.

The point of the exercise isn’t to fill out a fun and bright chart. It’s to help brands really connect with their customers, and discover how to engage with them, directly.