Research
Emotional Response Mapping
Customers feel emotions at every stage of their journey. Emotional Response Mapping identifies those specific reactions. You'll uncover opportunities to improve the overall experience. This exercise focuses on emotions and complements existing journey stage work. Expect it to take about 90 minutes.
Duration
1.5 hours
Group Size
8-15
Category
Research
Difficulty
Easy
Participants will identify emotional responses at each journey stage. They will distinguish between desired and actual emotions. Participants will also prioritize which emotional improvements to focus on and connect those emotions to business outcomes.
Participants will produce a map of emotional responses throughout the customer experience. They will identify emotional peaks and valleys, and define targeted improvements to the emotional experience.
Ground the discussion in customer evidence to avoid speculation. If no evidence exists, mark it as a research opportunity. Consider pre-filling the template with potential emotions to kickstart brainstorming.
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