Do you know that delicious feeling when a product or service feel like it was specially designed for you? When it meets your wants and needs?

That’s exactly the purpose of the Empathy Map!

Keep reading and learn more about empathy map and how strategic it would be in your sales actions.


What is empathy map?

This tool, which is part of the Canvas methodology, was developed by Xplane Consultoria with the objective of providing a more intimate view of each client’s ideal customer profile and helping to understand what needs to be improved in more detail.

And make no mistake, drawing up a map of empathy goes way beyond knowing demographic profile data.

After all, the concept of the word empathy involves the ability to put yourself in another’s place to see various aspects of the same situation.

Understanding the empathy map becomes essential for the development of an effective business plan and for entrepreneurs.

You may also be interested in – Customer satisfaction: how to win fans for your brand .

Empathy Map for Entrepreneurs

With the advancement of technology, several changes can be noticed in the profile of the new consumer.

Regardless of the industry in which you operate, knowing who really connects with your company becomes more and more essential. Primarily, for entrepreneurs who wish to devise solutions and strategies more appropriate to their public.

Identifying the ideal customer profile is a task that demands time and dedication!

For this reason, to put this tool into practice, the first step is to set aside some hours for research and analysis. Get in touch with consumers and talk, do market research, just so the company will have a good database to work with.

You may also be interested in – Customer loyalty strategies 9 tactics infallible.

Through these 6 questions it is possible to identify the profile of the ideal client persona or buyer persona that best relates to the company. Thus, your company develops products, services, experiences and solutions according to their ideal customers’ needs.

1. What do you think and feel?

This is one of those complex questions and the answer may vary from person to person, but the main objective is to understand how the individual feels about life and their interests.

  • How do you feel about certain subjects?
  • What are your concerns?
  • What are your life goals?
  • What are your pains?

2. What do you hear?

Here it is interesting to understand what are the things that your clients hear to be influenced. Where, how and what do they hear – considering media and even people from their social life?


  • Who are their influences?
  • Which ideals do they follow?
  • Do they have idols?
  • What media do they consume?

3. What do they say and do?

This question has the objective of understanding, in a simple way, what the consumer does with the information he receives. After all, everything he/she hears can directly influence both professional and personal decision-making.

  • What subjects do they like and do not like to talk about?
  • What do they like to do?
  • Do they have hobbies?

4. What do they see?

This question has the purpose of understanding what the person watches, in view of the environment where the individual is inserted. From tv programs to social networks, everything that is seen through the eyes of your client becomes important to the company.

  • What media do they consume?
  • How do they consume information?
  • How is their world?

5. What are their pains?

The purpose of this questioning is to understand the fears, frustrations of this individual, and to understand what he would like to change in his own life.

  • What do they need to tackle to achieve the goals?
  • What are their obstacles?
  • What are the challenges they encounter on a daily basis?

6. What are their goals?

This question is related to what the customer wants, understanding what he needs to be happy.

  • Where do they want to go?
  • What would end their problems?
  • What are their dreams?

Map of empathy with an applied example

For the map of empathy to be efficient, it is important to retain the data to visualize, do not forget that this is a visual tool. That way, it can be printed, done on blackboard, in flip char t, with post its and even online, the hint here is to use creativity!

Sample map of empathy ready | Source: Canvas Academy .

Build online or offline empathy map template that best fits your needs which is easier to incorporate into your day-to-day life.

On the map, all information will be divided and categorized between pains, needs and feelings. In addition, it is interesting to give a name, age and profession to this person who represents the ideal client of the company.

When all the questions are answered, your empathy map will be ready! You’ll be ready to take on the client’s position, imagining ideal solutions to their problems, and that’s empathy.

Got any questions about what empathy map is? Share with us here in the comments so we can help you!