Empathy mapping with ChatGPT – A simple method for marketers.

Introduction.

Understanding customers goes beyond data and demographics. You need to know what they think, feel, say, and do. That’s where empathy mapping comes in. It helps marketers step into the customer’s shoes and uncover insights that drive better messaging, smoother user experiences, and stronger engagement.

The challenge? Many marketers don’t know where to start. Staring at a blank empathy map can feel daunting. This is where AI can help.

What is empathy mapping?

An empathy map is a simple but powerful tool for understanding customers. It’s usually split into four quadrants:

• Think – What’s going through their mind? What assumptions or beliefs shape their decisions?
• Feel – What emotions influence their behaviour? What worries, frustrations, or motivations drive them
• Say – What do they openly express to others – friends, colleagues, social media?
• Do – What actions or behaviours do they actually take?

Many marketers also expand the map to include Pains (challenges, fears, barriers) and Gains (goals, desires, or moments of joy).

Why it matters in marketing.

Empathy mapping goes beyond standard demographics. Knowing your audience is a 25-year-old student or a mid-career manager is useful, but it doesn’t tell you what they care about in the moment they’re making a decision. Empathy maps uncover those hidden drivers.

For example:

• Messaging and Tone – If customers feel anxious about making the wrong choice, your copy should reassure and simplify.
• Customer Journey – If you know what people say and do when they compare options, you can design touchpoints that meet them there (e.g. product comparisons, testimonials).
• UX and Design – If a recurring pain is “confusing checkout pages,” you know exactly what to prioritise in user experience improvements.
• Product and Offer Development – If a gain is “feeling rewarded for loyalty,” you can build in discounts or perks.

How it fits into strategy.

Empathy mapping works best at the planning stage – when you’re shaping customer personas, mapping journeys, or refining brand positioning. It helps ensure decisions are rooted in how people actually think and feel, rather than relying on assumptions.

Because the output is visual and easy to share, empathy maps also act as a common reference point. Copywriters, designers, UX specialists, and product teams can all use the same insights to guide their work. This makes empathy maps especially useful in workshops, campaign planning, and client presentations, where alignment across teams is key.

How ChatGPT can help.

Instead of filling in a blank canvas from scratch, you can use ChatGPT to generate a first draft. Think of it as a sparring partner. You give context, it gives you starting insights. You then refine and validate with your own research.

Here’s a simple prompt you can try:

“Take the role of a marketer developing an empathy map for a 25-year-old student who wants healthy fast food but has a limited budget. Provide inputs for: beliefs/assumptions, what they feel, what they value, what they say/do, pains (frustrations), and gains (wants, joys).”

Worked example.

ChatGPT’s response might look like this:

• Think: “Healthy food usually costs more. I need to balance nutrition with price.”
• Feel: Frustrated when healthy options are out of budget. Motivated to eat well and stay fit.
• Say: Tells friends: “I want something quick, cheap, but not greasy.”
• Do: Searches apps for deals. Chooses familiar chains with healthier menu items.
• Pains: Limited choice, hidden costs (extras, delivery fees). Guilt after choosing unhealthy options.
• Gains: Affordable meals that feel nutritious. Convenience without compromise.

What this tells marketers.

Think/Feel
Tone of messaging should reassure affordability without guilt.

Say/Do
Customer journey should highlight quick ordering, student discounts, or loyalty rewards.

Pains/Gains
Copy should remove doubts (“no hidden fees”) and highlight wins (“healthy meals under £5”).

Using the insights.

Empathy maps aren’t just theory. They directly feed into practical marketing decisions:

• Copywriting – Speak to frustrations (“tired of paying extra for healthy choices?”) and aspirations (“eat well without breaking your budget”).
• UX Design – Remove friction points like unclear pricing or complex menus.
• Product Development – Create offers that match needs, like affordable meal bundles or student discounts.

The key is not to stop at ChatGPT’s draft. Test assumptions with customer interviews, surveys, or analytics. AI gives you a head start, but real voices make the map valuable.