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Empathy map 0:28
A 28-second explainer of Empathy map, narrated over the same demo you can try yourself.
Try the interactive Empathy map demo
What this video covers
An empathy map is a simple four-quadrant canvas - says, thinks, does, feels - for organising what you've learned about a user into one shared picture. It's a synthesis tool: you take scattered research observations and sort them into those quadrants, so a team builds a common, evidence-based sense of the person rather than each member imagining a different one.
Drop each raw quote into its quadrant and a scatter of observations becomes a portrait: what they said out loud, what they were really thinking, what they did, and how they felt. The tensions jump out - the cheerful "it's fine" sitting above a frustrated "feels" - which is exactly the insight a list of notes would have buried.
