Unfortunately, those conflicting "boxes" in the empathy map are the norm: Human life is rife with examples of cognitive dissonance that make little sense if you think purchase decisions follow the ...

Create your map using large sheets of paper or a whiteboard ... or print worksheets from the many free templates available online. Download an empathy map canvas to work with. Learning about the ...

That put a heavier burden on marketers to create the same value and connectedness on a website or app that used to happen in real life. When performing empathy mapping, marketers must acknowledge that ...