Being empathetic in interpersonal relationships is always very important, after all, it's good to put yourself in someone else's shoes to understand what is going on. Even if it's just for 5 seconds as Pepita taught us! Now I ask you, have you heard of the empathy map?! 

This map works very closely to what we apply in our relationships. Because by putting yourself in someone else's shoes, you can anticipate their needs and offer solutions. The empathy map is created with a series of questions that, by answering them, will allow you to get to know your persona .

Now that you've seen how the map is organized, let's talk a little about the questions that must be answered.

What do you see?

Here we talk about the visual stimuli that are received by your persona. It’s time to answer questions like:

• What is the world the persona lives in like?
• What are your friends like?
• What is most common in your daily life?

What do you hear?

Don't worry, it's not just to ask what the latest songs are listened to on Spotify . Here we have a space to think about all the influences received, such as those from the media. The following questions must be answered:

• What people and ideas influence the persona?
• Who are your idols?
• What are your favorite brands?
• What communication products do you consume?

What do you think and feel?

We’ve reached a part that’s starting to get a little deeper. Here you will have knowledge of what your product can awaken in the consumer's mind by answering the following questions:

• How does the persona feel about the world?
• What are your concerns?
• What are your dreams?

What do you say and do?

This item will give you information about the consumption of a product or service, it will help you to better understand the decision-making process for a purchase. Answering the following questions helps you understand what the persona says and does and also helps you to be more attentive to their behavior:

• What does your persona usually talk about?
• At the same time, how do you act?
• What are your hobbies?

What are your pains?

Here you can list the main obstacles and doubts that the public needs to overcome to consume your product or service. Use these questions as guidance:

• What is your persona afraid of?
• What are your frustrations?
• What obstacles do you need to overcome to get what you want?

What are your needs?

With these questions answered, you will have the golden chance to surprise your persona. This is the moment that will be crucial for you to come up with a solution to the problem, presenting possibilities.

• What is success for your persona?
• Where does she want to get to?
• What would end your problems?

Now that you know the empathy map, you can become best friends and best of all: put all of this into practice in marketing campaigns! You will see how the work will be much more humanized and personalized, reaching your persona in a more assertive way 💜