Empathy map example - Tommy

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Price comparison

Looks for recommendation

Researches product/service

Makes a PRO/CON list

Angry

Confused

Overwhelmed

Sad

Excited

I think this is a scam

This is a waste of my time

I have seen better quality

THINKS

FEELS

DOES

SAYS

I could be convinced to buy this cheaper

I want to tell my friends about it

Depressed

I like this product

I want reliability

This could be better

Add items or ideas to your chart, and consider where they belong on each the two axes. Drag and drop items to position them in the right place.

Double-click to add new items or ideas.

Tommy

What does your chart show? Type the title and press Enter.

For example, your chart might show how ideas are ranked by risk on the up/down axis and value on the left/right axis. This can help with decision making.