Analysis · intermediate · 30 min

Empathy Mapping

This method helps participants understand a specific stakeholder's perspective by exploring what they say, think, do, and feel. It's useful for gaining empathy and informing design decisions.

What participants gain

  • Understand a stakeholder's perspective.
  • Identify stakeholder needs and pain points.
  • Develop empathy for stakeholders.
  • Inform design and engagement strategies.

Materials needed

  • A3 paper
  • Colored markers
  • Post-it notes
  • Empathy map template (printed)
  • Pens
  • Whiteboard

How to run Empathy Mapping, step by step

  1. 1. Introduce the concept of empathy mapping and its purpose.
  2. 2. Select a specific stakeholder to focus on.
  3. 3. Guide participants through each quadrant: Says, Thinks, Does, Feels.
  4. 4. Capture key insights and observations.
  5. 5. Discuss the implications of the map for engagement.
  6. 6. Document key insights and action items.

Facilitator tips

  • Focus on one stakeholder at a time.
  • Encourage participants to step into the stakeholder's shoes.
  • Use real data and research to inform the map.

Common challenges

  • Participants struggle to empathize - Provide prompts and guiding questions.
  • Maps become overly generic - Encourage specificity and detail.
  • Difficulty distinguishing between 'thinks' and 'feels' - Emphasize the difference between rational thoughts and emotional responses.

Running it virtually

Use a virtual whiteboard like Miro or Mural. Create a digital empathy map template and have participants add virtual sticky notes in each quadrant.

Expected results

A detailed empathy map that captures the stakeholder's thoughts, feelings, behaviors, and environment. This provides a deeper understanding of their needs and motivations.

Build a session around Empathy Mapping

METODIC drops Empathy Mapping into a complete session plan with timing, materials, worksheets, and a facilitator guide — for any workshop, meeting, or team session.

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