One of the great challenges of marketing is to understand what the consumer wants, thinks and needs. Despite these simple bases, it is difficult to have a high level of precision in this evaluation. Therefore, it is never very safe for a professional to say that he knows what his client likes. The empathy map is a tool that, although recent, provides good support for this understanding.
Having a common vision from the perspective of the brand's israel email list 1.2 million contact leads audience can be a very important differential. As a result, companies are able to act more strategically, achieving outstanding results.
In this content, you will understand more about what the empathy map is, how it works, what its purpose is, and how it can be developed. Check it out!
What is the Empathy Map?
Empathy. This word has never been used more than in recent years. In practice, it is an important feeling for society, since it consists of putting oneself in another person's place, exercising a more fair and understanding position. Various human perceptions help to compose some of the main marketing tools and empathy is just one more.
Companies need to know in depth who they are selling to, who relates and is close to their brand. To do this, it is necessary to detail the expectations, problems and demands of these people. The empathy map works in this aspect, with the proposal of establishing a more empathetic vision of the brands in relation to their consumers.
This map is developed in a simple, graphical scheme, which allows a very objective perception of what is being analyzed. It can be done in various ways, such as on whiteboards, screens, flip charts and any other platform. In this space, two types of information will intersect: what the public thinks and needs and what the company can understand from its studies.
Simply put, ideas are distributed across each of the map's spaces, according to the audience's demands. The application is very useful at various stages of communication, without even thinking about general marketing strategies. The map can also be very useful when developing website design , for example, considering some UX parameters.
The relationship between the empathy map and the concept of buyer persona.
An important marketing concept is the buyer persona . It helps brands better understand how their audience behaves and what their needs, desires and searches are. Naturally, a number of details such as personality, purchasing habits , socioeconomic status and age impact the way they consume,
The buyer persona is a very precise tool to help evaluate all these characteristics and draw up a model of the brand's audience. This is done based on research and studies that help to understand all these issues. Consequently, the persona is a fictitious profile that represents the behavioral pattern of the consumer of that brand.
