Empathy Mapping: Same Car, New Roads
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Millions of people around the world use navigation apps such as Google, Apple, and Waze to find their way around. For years, those apps have used aerial imagery and other data to give directions. Now, they also provide real-time updates about traffic jams, accidents, police speed checks, and other road conditions.
Such a dynamic updating capability to reflect what is happening in real-time should apply to another kind of map, too: the empathy maps that marketers use to better understand groups of customers or users.