Recall which empathy framework to use for different customer situations.
When should you reach for an empathy map first? When customer evidence is messy and the team is blending quotes, behavior, and assumptions together. Use it to separate what customers said, did, thought, and felt before jumping to insights. Evidence first JTBD vs. Voice of the Customer: what is the difference? Choose the lens JTBD deepens one customer moment. VOC strengthens pattern confidence across many moments. A stakeholder says, "That is just one anecdote." You are trying to defend a customer pain point in planning. "Agreed. Let’s check whether the same pain appears in another source and at a clear…
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