Finally got around to reading the article thoroughly, +Demian Farnworth
! Thanks for describing the process in such detail - that makes it a very practical tool.
Great point about sympathy vs. empathy!
So, how do you make sure you and your team actually feel what customers feel and not just think they understand (like the toddler)?
An approach might be to concretize the questions on the list? When talking about "How do they think about their hopes and fears" you might talk about what it makes them do
-e.g. if it makes them invent certain rituals (like in the opening case) or treat other people in a certain way. Does that make sense?
I love the pains/gains-questions, because they present a very specific situation, you can easily imagine :-)+Adam Melton
, would you like to give an example of your "micro version" of the empathy map?