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Method Kit

Module 1: User Discovery & Needfinding

Empathy Map

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The empathy map is a framework that helps you structure the knowledge you gather during qualitative research through observation, participation, and interviews.

It is split into four different quadrants, two of which are based on observable data points and two are based on inferred data points. As you can directly observe and measure what people say and do, your job with qualitative research is to infer what they think and feel.

To do so, create informed assumptions about what they think and feel based on your interpretation of the observed data. When working with assumptions, keep in mind that they are inferred until validated or invalidated.

Benefits:

  • Gain a new perspective
  • Uncover the users' needs and preferences that the user may not be aware of themselves
  • Helps to understand the verbal response of the user more efficiently
  • Enables us to make informed assumption about what people think and feel
Resources

Materials Needed:

template or blank paper, marker

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Module Methods
  • Empathize
  • Empathy Map
  • Stakeholder Map
  • Assumption Mapping
  • Observe
  • Identify Non-Customers
  • Extreme Users
  • Participate
  • Analogue Situations
  • Framing Great Questions
  • Prepare An Interview
  • Interview Principles
  • Conduct An Interview
  • Unpacking Principles
  • Learning Notes
  • Unpacking
  • Clustering
  • Crafting Insights
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