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Empathy Map

Use four areas to examine the statements, thoughts, actions and feelings of one person or one customer segment with shared behavior. Record the person's own words where possible and observed behavior for actions. Explicitly label inferred thoughts and feelings as assumptions. Contradictions and gaps identify where more research is needed.

Empathy Map

Situation researched: —
Prepared / updated on: —
Customer / user: —

Research evidence

Research sources / date: —

What the user says, thinks, does and feels

Says: —
Thinks: —
Does: —
Feels: —

Needs and research questions

Needs identified: —
Questions for further research: —

Evidence and points to verify

Related statement	Evidence / assumption	Statement, observation or source reference	Next research step / owner
—	—	—	—

Source / reference