2. Deciding what you want your audience or \u201ctarget\u201d to do\u2014such as demonstrate a behavior or skill, or take an action.<\/strong> This includes identifying the outcome that will define success.<\/p>\n Once you know who you\u2019re targeting and what you want them to do, use an Empathy Map to help predict participant reactions to training or a presentation, or the leverage points that will influence them to take action.<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n CREATING THE EMPATHY MAP<\/strong><\/p>\n STEP 1:<\/strong> Do your research based on the goal you want to achieve, and use the two foundation steps to define your focus. Then find data to inform your perspective. For example, to understand the audience for a leadership training program, you might review engagement surveys and interview key stakeholders.<\/p>\n STEP 2:<\/strong> Use your research to understand the target\u2019s behaviors. To do this, use the Empathy Map to array your insights:<\/p>\n STEP 3:<\/strong> Take the data and assign the findings to each of the four perspectives. This often can be done using a brainstorming approach. Enter your findings into the Empathy Map, so they are visible and linkages can be discerned. What\u2019s critical here is understanding the target\u2019s perspectives and issues. Don\u2019t get hung up on \u201cwhat box does this go in?\u201d<\/p>\n STEP 4: <\/strong>Use your insights to help achieve your goal, and create action plans to mitigate the obstacles and fears that might derail your efforts.<\/p>\n Great trainers know the importance of audience analysis and understanding. That insight will help you to successfully support your clients\u2019 success.<\/p>\n Ross Tartell, Ph.D., is currently adjunct associate professor of Psychology and Education at Columbia University. Dr. Tartell also consults in the areas of learning and development, talent planning, and organization development. He received his M.B.A. in Management and his Ph.D. in Social Psychology from Columbia University. He formerly served as Technical Training and Communications manager \u2013 North America at GE Capital Real Estate.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" \n\tEmpathy Mapping is a powerful visualization approach that helps ensure project success by creating a clear understanding of the individual\u2019s or group\u2019s perspective, need, or experience.<\/p>\n","protected":false},"author":317,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"cybocfi_hide_featured_image":"","footnotes":""},"categories":[12],"tags":[30],"class_list":{"0":"post-11766","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-magazine","7":"tag-how-to","8":"magazine_issues-november-2020"},"acf":[],"yoast_head":"\n![\"\"](\"\/sites\/default\/files\/11howtographic_0.jpg\")
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