The Empathy Map was originally created by Dave Gray, and is an effective way to collect and organize various attributes about a particular customer, stakeholder, persona, or archetype. These attributes are typically derived from research results, from activities such as customer interviews and user surveys.

It's called 'Empathy Map' because it helps to reframe your thinking about a product, service, campaign, or process that you are working on in terms of how it affects someone who isn't you. By focusing on specific details like their goals, actions and experiences, it helps you to be much more truly customer-centric for whatever solution you then come up with.

You can use this template in various ways:
• As a way of categorising and making sense of research results - fill out one per customer/stakeholder/persona type
• As a visual structure for customer- or stakeholder interviews - fill it out with them!
• As a way of presenting a visual summary of a persona's perspective on a given problem/solution

• Greater and more accurate shared understanding of a particular customer/stakeholder type's perspective
  
• Improved customer understanding and satisfaction
  
• Identification of new marketing or product development opportunities