Intro to Empathy Mapping

Customers Only



6 Lessons

0% Not started

Learn how to do the basics of empathy-mapping in six easy steps.

Intro to Empathy Mapping


Use Empathy Mapping to help guide your approach to understanding customer needs, and glean surprising insights. 

Decide Who & Create your quadrants

Draw four quadrants on a whiteboard or a sheet of paper

Fill in your map

Fill in your map. Begin with your collected research which includes notes, audio recordings, and video from your customers or potential customers.

Determine needs and motivations

Understand the nature of the problem from the perspective of your subject. You want to understand their need first.

Capture motivating needs

Write your customers motivating needs as pains and gains.

Glean wisdom

Apply your empathy as your intuition to know and understand your customer's motivation.


About the teacher

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing.

He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.