What is an Empathy Map?

An empathy map is a visual tool used in marketing and product development to gain a deeper understanding of a target audience’s thoughts, feelings, motivations, and behaviors. It helps marketers and product teams empathize with their customers or users by providing insights into their needs and experiences.

Understanding the Components of an Empathy Map

An empathy map typically consists of four quadrants representing different aspects of the customer’s experience:

  1. Senses: This quadrant focuses on the customer’s sensory experiences, including what they see, hear, touch, and feel. It helps marketers understand how the environment and context impact the customer’s perception.
  2. Feelings: In this quadrant, marketers explore the emotional state of the customer. They consider what the customer might be thinking or feeling at various stages of their journey, including their fears, frustrations, desires, and aspirations.
  3. Think: This quadrant delves into the customer’s thoughts, beliefs, and attitudes. Marketers try to uncover the customer’s perceptions, assumptions, and mental models, gaining insights into how they make decisions and interpret information.
  4. Say & Do: Here, marketers examine the customer’s behaviors, actions, and communication preferences. They consider what the customer says and does in different situations, including their interactions with products, brands, and other people.

Benefits of Using an Empathy Map

Empathy maps offer several benefits for marketers and product teams:

  1. Deep Customer Understanding: By visually mapping out the customer’s thoughts, feelings, and behaviors, empathy maps provide a comprehensive understanding of the customer’s experience, enabling more informed decision-making.
  2. Identifying Opportunities: Empathy maps help identify gaps, pain points, and opportunities in the customer journey. They highlight areas where improvements can be made to enhance the customer experience and drive better results.
  3. Enhanced Communication: Empathy maps facilitate communication and collaboration across teams by providing a shared understanding of the customer. They serve as a visual reference point that aligns stakeholders around common goals and objectives.

How to Create an Empathy Map

Creating an empathy map involves conducting research, gathering insights, and synthesizing information about the target audience. This process may include customer interviews, surveys, observations, and market research. Once the data is collected, it can be organized and visualized using the empathy map framework.


Empathy maps are powerful tools for gaining a deeper understanding of customers and users. By capturing insights into their thoughts, feelings, and behaviors, empathy maps help marketers and product teams develop more effective strategies, products, and experiences that resonate with their audience on a deeper level.