Being empathetic in interpersonal relationships is always very important; after all, it's good to put yourself in someone else's shoes to understand what they're going through. Even if it's just for 5 seconds, as Pepita taught us! Now I ask you, have you ever heard of an empathy map?!
This map works very similarly to what we apply in our relationships. By putting yourself in the other person's shoes, you can anticipate their needs and offer solutions. The empathy map is built with a series of questions that, when answered, will allow you to get to know your partner even better. person.
Now that you've seen how the map is organized, let's talk a little about the questions that need to be answered.
What do you see?
Here we talk about the visual stimuli that your persona receives. It's time to answer questions like:
- What is the world like in which the persona lives?
- What are your friends like?
- What is most common in your daily life?
What did you hear?
Relax, it's not just about asking what the last songs you listened to were on... SpotifyHere we have a space to think about all the influences received, such as those from the media. The following questions should be answered:
- What people and ideas influence the persona?
- Who are your idols?
- What are your favorite brands?
- What communication products do you consume?
What are your thoughts and feelings?
We've reached a point where things are getting a little more in-depth. Here you'll learn what your product can evoke in the consumer's mind by answering the following questions:
- How does the persona feel about the world?
- What are your concerns?
- What are your dreams?
What does he say and do?
This item will give you information about product or service consumption, helping you better understand the purchase decision-making process. Answering the following questions helps you understand what the persona says and does, and also allows you to be more attentive to their behavior:
- What does your ideal customer typically talk about?
- At the same time, how does he act?
- What are your hobbies?
What are your pains?
Here you can list the main obstacles and doubts that the public needs to overcome to consume your product or service. Use these questions as a guide:
- What is your persona afraid of?
- What are your frustrations?
- What obstacles do you need to overcome to achieve what you want?
What are your needs?
With these questions answered, you'll have a golden opportunity to surprise your target audience. This will be the crucial moment for you to come up with a solution to the problem, presenting possible solutions.
- What does success mean to your target audience?
- Where does she want to go with this?
- What would end your problems?
Now that you know about the empathy map, you can become best friends, and even better: put all of this into practice in marketing campaigns! You'll see how the work will be much more humanized and personalized, reaching your target audience more effectively.
