The Empathy Map

Every entrepreneur needs to build an Empathy Map in order to discover who are their customers. Indeed, after he or she found out (or at least suppose) their future customers he has to dig more about their pains (and needs).

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“Empathy map basics

Segment your customers

The first step is to group your consumers into distinct segments based on their demographics and personas. Once these segments have been created you need to prioritize your top three most lucrative segments.

Humanize your segment

Once you have your top three segments, you need to make them real, relatable people in your mind. This can be done by assigning fake names and building an entire person through adding details such as their age, educational level, income etc. in this way it becomes easier for you to empathize with this representative of your segments.

Empathize with your segment

In a team put your representative from each segment on an empathy map. Then start asking the following main questions and thinking of the answers from the representative’s point of view. Since this is a group exercise, this will result in a comprehensive list of answers to the questions;

  • What thoughts does this customer normally have and how does he usually feel?
  • What or who does the customer normally listen to?
  • What does the customer see?
  • What does this customer say and do?
  • What is this supporter’s pain?
  • What is his gain?

Validate your empathy map

Once you have this comprehensive list mapped, it is necessary to validate it with actual customer responses. You can have a test group of sample customers from the segment itself answer the same questions and correct any responses if you feel the need to. ”

Extracted by

To wrap up, if you want to build an startup you have to investigate your customers first and check if your solution (or idea) fits with them. To do that, the Empathy Map is a powerful tool.

Mario Lucero

Mario Lucero

I am all about helping companies to adopt agile as methodology in Chile.


I believe many organizations think that agile is not for Chilean companies because of Chilean culture is totally
different from i.e. USA culture but I worked with Chilean professionals who after using agile realized it is feasible
to implement it.

Agile works in small and large projects and there are many evidences which demonstrate this.

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