Most research is conducted to answer specific questions and test well-formulated hypotheses. But what if you already have a functioning product and want to understand what thoughts your users (potential customers) have about it? In this case, an excellent solution could be the Empathy Map. Learn more about how it works in this framework

An Empathy Map is a visual tool used in business to gain a deep understanding of customers or users by capturing their thoughts, feelings, actions, and expressions. It serves as a collaborative framework that helps teams empathize with and better comprehend the experiences of their target audience.

But what is inside this map? This map has four cardinal directions, each of which holds its own significance.

You can find this directions here

1. Says:
   • What Users Express: Direct quotes or statements made by users about the product or service.
2. Thinks:
   • Users' Thoughts and Considerations: Insights into the internal thoughts, beliefs, and considerations of users.
3. Feels:
   • Emotional Responses: The emotions and feelings associated with the user experience.
4. Does:
   • Observable Actions: The visible actions and behaviors users exhibit while interacting with the product or service.

To build this map you have to go through basic user interview steps.

Find you persona:

Create questionnaire:

Framework | Respondents profiling

Framework | Questionnaire

Recruit respondents:

Take notes: