UX Research Analysis method

Empathy Mapping

Empathy mapping makes shared knowledge about a user group visible.

Empathy mapping places statements, observations, and cautious assumptions in Says, Thinks, Does, and Feels. It separates evidence from interpretation and surfaces open questions.

Core question

What does this user type say, think, do, and feel, what is evidenced, and which assumption needs testing?

Plan the work Method guide

Start comparison

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Participants: 4-8
Time: 30–60 minutes

What does this user type say, think, do, and feel, what is evidenced, and which assumption needs testing?

Frame
Frame
Define one user type or situation and its purpose.
Collect evidence
Collect evidence
Gather quotes and observable behaviour from research sources.
Map perspectives
Map perspectives
Place evidence in Says, Thinks, Does, and Feels, marking interpretation.
Derive gaps
Derive gaps
Identify tensions and turn gaps into research questions or actions.

Update when evidence or context changes.

A good fit when

When a team needs to synthesize qualitative research for one user type and surface research gaps.

Ideal for

Workshop synthesis
Kickoff alignment
Research framing

Not good for

Deep segmentation
Quantitative prioritization

Outputs

Working artifact
Traceable, revisable working state.
Follow-up questions
Gaps and next steps.

Empathy Map

Fictional teaching example, not research.

Four perspectives for one concrete user type.

Says

Direct words or quotes.

"I do not know whether it worked."

Thinks

Inferred thoughts must be evidenced or labelled.

Assumption: "What happens next?"

Does

Observable behaviour.

Checks the status again.

Feels

Feeling with source and context.

A source is needed or leave it open.

NN/G

First step

Choose one user type or situation. Prepare sourced quotes, observations, and source markers.

Open the method guide

Good to do first

Paper illustration of two people facing each other, speech bubbles and an open interview notebook.

UX Research

User Interviews

Supplies the qualitative research that gets condensed in the map.

Where to go next?

Paper illustration of a journey map with four connected phases, several experience lanes and a point marked for closer investigation.

UX Research

Customer Journey Mapping

Places the condensed observations into a flow view over time.

Innovation

How Might We

Turns a named tension into an open design question.

Deep dive

Purpose

When a lot is assumed about a target group but little is seen jointly, empathy mapping makes knowledge and gaps directly comparable. The picture also shows which assumptions hold up and where evidence is missing.

How it works

The team collects known statements, observations, and hypotheses into the fields say, think, do, and feel. Then it identifies patterns, contradictions, and knowledge gaps and translates them into research questions or product decisions.

In detail

Empathy Mapping turns qualitative observations into a shared working picture. The team starts with one concrete user group or situation instead of speaking generally about all users. It then collects statements, visible behavior, inferred thoughts, and emotional signals separately. The distinction is important: a quote is evidence, while an inferred thought is an assumption. At the end, patterns, tensions, and research gaps are marked to generate better questions, personas, journey maps, or product decisions.

Facilitation

Work with concrete quotes and observations, not intuition alone. Mark assumptions visibly so they can be checked later. Keep in mind that not all fields need to be fully filled; empty fields often indicate useful research gaps.

The method guide walks execution through 4 phases, timing, 4 pitfalls, and clear stop criteria.

Open method guide

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Sources and topics

Topics

Synthesis Qualitative Workshop

Sources

Empathy Mapping: The First Step in Design Thinking - NN/Gnngroup.comFour fields and a one-user starting point.AI Can’t Replace Real Research in Empathy Mapping - NN/Gnngroup.comKonkrete Forschung ist Grundlage; plausible Inhalte sind keine Evidenz.

Artifact templates

Empathy Mapping: WorksheetPrepare the user perspective, evidence, and open interpretations for one focused empathy map.

canvas

empathy-mapping-working-template.md

Prepare the user perspective, evidence, and open interpretations for one focused empathy map.

Empathy Mapping: Worksheet

Question

To be confirmed

Desired outcome

To be confirmed

Scope

Create one empathy map Time: 30–60 minutes

Complete this worksheet on paper or in your own document during the work.

Preparation for this scope

Method setup

Materials: Empathy map with Says, Thinks, Does, Feels, research quotes, source markers, and evidence labels.
Roles: Facilitation, research or UX with source access, plus product and service roles; 4–8 people.
Advance information: Prepare the research question, selected user type, interview quotes, and observations with source markers.
Overall time needed: 30–60 minutes per map; validation and further research follow.
Setup: One map covers one user type in one concrete situation. Keep direct statements and observed behaviour distinguishable from interpretation and assumptions.