Filling out the empathy map

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What are his ideas about your product or service?

What emotions does he experience when buying or using it?

How does he react to the process of requesting a service?

What makes him want to buy a product or use a service?

What characteristic malaysia email list of a product or service are most important to him?

What aspects are not of great value?

What might disappoint him about your product or service?

For the "Pain" / "Problems" block it is useful to know :

What worries him most in everyday life?

What fears overcome him?

What does he think about when he can't sleep?

What risks is he willing to take and what are not?

What reasons might make him refuse to purchase or order a service?

For the Values/Achievements block, it is important to find out :

What does he dream about and what does he strive for?

What does he need at the moment?

What steps does he take to achieve his goals and dreams?

How can your product or service help fulfill his desires?

What are the defining values ​​in life for him?

What is he willing to give for his principles and what will he never betray?

Some aspects in filling the blocks may indeed overlap, and this is not a deviation from the norm at all. As practice shows, the average person is a rather complex and contradictory personality, sometimes not understanding what exactly he wants and changing his mind.

Where to look for information? Data can be found in personal conversations and social networks of clients. However, the most problematic is collecting reliable information about “Thoughts and Feelings”. Complex products evoke a variety of emotions and thoughts, which requires a deep analysis of the client’s interests and values.

It should be taken into account that the client's words often do not reflect his true thoughts. However, information from personal communication or social networks can tell about his views on certain issues.


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For example, few people will openly say that a product does not meet expectations. But if a customer says that they will wait for a new model to buy, this is a signal that the current version is not ideal, especially if it was previously established that the product can meet their needs and solve their problems.

Be wary if customer feedback on a popular product remains negative. This may indicate specific needs that are not being met, or frustration with redundant features that distract from the core purpose. Therefore, it is important to continue to research and understand customer needs.

It's like the famous joke about James Bond, who was unhappy with his new ballpoint pen. It had a lot of secret features, but it just couldn't write...

The same goes for creating a customer empathy map: it’s important not only to ask general questions, but also to tailor them to the unique characteristics of your business. For an accurate target audience map, you need to supplement standard models with new aspects, taking into account product characteristics and customer requirements.

Case: VT-metall
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