Let's start with the simplest thing.
Consumer Quadrant
This is the most basic version, consisting of only four sectors. To create it, simply divide the sheet into four equal parts. Each area corresponds to what the client says, thinks, does and feels.
Place an image of a specific representative of your target audience in the center. For example: "Natalia, 40 years old, mother of two children." All the necessary details can be placed in the corresponding blocks.
Consumer Quadrant
Source: shutterstock.com
What does the customer say? Collect genuine feedback canada mobile number about the product or its line. Surveys and questionnaires are great for this. Don’t forget to check your website and social media – user comments can be very informative.
From the collected data, draw conclusions and record them on an empathy map.
For example:
Claims that time-tested products inspire more confidence.
She is happy to share recommendations for successful purchases with her subscribers.
Doesn't hesitate to express dissatisfaction in comments on products.
The number of points collected always plays into the hands of your analysis.
What he thinks . It is impossible to look into the thoughts of another person, but the more detailed the image of the consumer is, the easier it will be to put yourself in his place.
In this process, it is important to include the empathy of the entire team to carefully work on the customer's perception.
This is especially useful if you have people who are already in the product's target audience. Otherwise, you can always bring in outside experts to get a more accurate idea.
Potential consumer thoughts may include:
The manufacturer reduces costs on raw materials, which makes the product more affordable compared to competitive offers.
Consultants tend to actively recommend products that they can make more money on.
It is impossible to inspect and touch the goods in an online store, which creates the risk of purchasing a defective product.
What does . Here it is necessary to study the consumer's actions at the stage of preparation for the purchase and directly during it. It is interesting to find out whether he relies on the advice of other users or is limited only to the description presented on the site.
Consumer Quadrant
Source: shutterstock.com
Sometimes valuable insights can be gained by analyzing the lifestyle of the target audience. Social networks are becoming an indispensable tool in this regard, allowing for a deeper understanding of the behavior and preferences of potential customers.
Possible conclusions may be as follows:
calls her friends to get recommendations;
looking for great deals to save money;
does not consider products from little-known brands.
What does he feel? People often make decisions based on their emotions rather than logic. So this aspect is extremely important.
The key question is: “What emotions do I experience before, during and after the purchase process?” The answers that may come up are:
is afraid to view products on the site if they do not have reviews;
gets irritated by the persistence of consultants;
happy when I manage to buy a luxury item at a significant discount.
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Star
This empathy map gets its name from its structure. The template is divided into six blocks, formed by three intersecting lines in the center.
The Star areas are divided into two segments: “words and actions” and “thoughts and emotions”.
Four more important elements are added to them.
What does he hear? Analyze who and what shapes the consumer's opinion. How often does he spend time with friends and family? Who are these people who surround him? How authoritative is the opinion of his colleagues for him? Does he listen to the radio or prefer to create his own playlist?
How could he have learned about your product? And what information did he receive about it?
Immersion in a person's information environment is the key to understanding how a product can "break through" into his consciousness.
For example:
during lunch he is captivated by cooking shows;
listens to radio station 93.3 FM in the car;
spends a lot of time talking to her friend on the phone.
Imagine how this consumer spends their day. How do they get to work: by public transport or by calling a taxi? Where do they prefer to relax and spend their free time?
Who surrounds him - ambitious businessmen or creative freelancers?
Answering these questions will help you form a clear picture of the context in which your potential customer interacts with your brand.
Possible theses about the consumer:
regularly wanders the streets of the city;
visits a psychologist once a week for personal support;
actively uses the metro for transportation.
Problems . This section can include reasons why the customer does not feel the urge to visit the store, order products online, or seek advice from a consultant.
Add to the list the potential risks that the buyer faces.
For example:
does not make online orders because he is afraid that fraudsters may misuse his data;
avoids taking out loans for purchases because he does not have a stable income;
monitors his spending, because all funds go towards his son’s education.
Values . This is one of the key aspects. Life is full of difficulties, and that is why your product should be a source of relief, not an additional burden.
What is most important to the customer today? Family ties, career advancement? In this precarious paradigm, is there a place for your offering? How can your product make their daily routine easier or their life more comfortable?
This is what can be presented:
Professional development comes first. Spends a significant amount of time at work.
She adheres to the rule “they judge you by your clothes”, so she chooses only high-quality branded items.
Strives to create his own business.
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