2 minute read
Understanding our audience
by fivesigma
EMPATHY MAPPING
Understanding our audience
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What is empathy mapping?
An empathy map allows us to put ourselves in our audiences’ shoes so we can understand and prioritize their needs. By articulating what we know about our clients, we can craft an experience that resonates with them on a deeper level and motivates them to do business with us.
PRIMARY AUDIENCE SEGMENT
Architects
THINKING Cognitive assumptions, learning ability, education
Very design oriented
Looking for new interesting ideas to create what their client is looking for but also something that sets them apart as an architect
Very sharp and smart from a design perspective. They have many degrees, certifications (LEED, WELL, etc) and are licensed and invested in continuing education
FEELING Emotional and psychological state, stress level, desires, needs
Passionate about their work
Easy going but can have high stress for deadlines
Confident, adaptable, and creative
Work well in teams as there are typically a number of different people involved in a project. And many times they are the team lead
Very conscious about what they are creating and the impact it has on people, the environment and the experience of the people using the space
DOING Physical and environmental considerations, stimuli
Their work impacts both physical considerations, environmental considerations, as well as mental considerations
A movement to focus on “health, safety, and welfare”
End goal many times is to provide a show-stopping piece of art and for it to have purpose
PRIMARY AUDIENCE SEGMENT
General Contractors & Installers
THINKING Cognitive assumptions, learning ability, education
Often cautious of motives and actions and cooperation is not always the greatest concern
Typically show to have lower interpersonal skills and may come across as “rough” to be effective in their day-to-day tasks
Typically brought into the loop after bid decisions are made so decisions have to be made quickly with little information
FEELING Emotional and psychological state, stress level, desires, needs
Stress and urgency in order to meet construction deadlines
Worried about risk. They want to mitigate any risk and liabilities and experience as little risk as possible to ensure they come in on budget and on time
Field personnel work in a very demanding and physical environment
DOING Physical and environmental considerations, stimuli
Are often out in the field which is a very demanding and physical environment
May have to rely on phones and portable devices (either digital or traditional) for information
Often multi-tasking while on site
PRIMARY AUDIENCE SEGMENT
Corporate brands, developers , and owners
THINKING Cognitive assumptions, learning ability, education
Always looking for new interesting ideas to create something that will have and make an impact in the community or organization
They are very sharp and smart from a design perspective
Well educated
FEELING Emotional and psychological state, stress level, desires, needs
Passionate about their projects and feel a sense of ownership in the project
Care about their organization or community Confident and creative, and hold a level of power.
Receptive to collaboration
Conscious about what they are creating and the impact it has on people, the environment and the experience of the people using the space
DOING Physical and environmental considerations, stimuli
Have construction teams or hire contractors to be on site/in the field
Mainly in the office relying on website information or interaction with a supplier
Most of their job is done in-house unless they have a construction team
