Empathy Map

About the Empathy Map

An empathy map is an instrument that marketing teams can use to gain a deeper insight into their customers. Empathy maps help to shed light on which problems to solve and how. An empathy map can represent a group of users, such as a customer segment.

The empathy map was originally created by Dave Gray et al. (2010) and published in their book Gamestorming.


Copyright: Dave Grey et al. (2010)
When to use: gain deep understanding of customer group

Eager to Cut the Bullsh*t?