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EMPATHY MAP

EMPATHY MAP is a tool that helps us to improve our knowledge of a person, in this case our client, in anticipation of a future business meeting.

QUESTIONS This is presented as a set of 6 questions that we are going to ask ourselves in order to prepare for the meeting.

ANSWERS If we do not have the answer to some of the questions, we can:

  • Make assumptions.
  • Investigate.
  • Ask at the beginning of the meeting.

FORM TO COMPLETE We present below an empathy map with a detail of each question, as well as a form to complete.

ADAPTATION We can use these same questions, adapting them slightly for other types of interaction:

  • A negotiation (empathy map of our interlocutor).
  • A meeting (empathy map of the participants).
  • A presentation (empathy map of the attendees).
  • A training session (empathy map of the students).

What does he/she SAY AND DO?

Attitude in public.

Comments.

Behaviour towards others.

What does he/she THINK AND FEEL?

What really matters to him or her.

Main concerns, worries and aspirations.

What does he/she HEAR AND SEE?

The opinion of the person in charge, of the people who are influential for him/her.

The supply side of the market, of our competitors.

How does he/she PERCEIVE US?

Preconceptions.

Previous knowledge and experience with us, with our company.

What does he/she EXPECT TO ACHIEVE? (Value)

Needs and expectations.

Expected benefits.

Measure of success.

What does he/she WANT TO AVOID? (Efforts)

Fears.

Frustrations.

Obstacles.

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