Time: 20 Minutes

Goals:

• Shift Perspective: To move beyond demographic data (age, job title) and enter the psychological reality of the user.
• Differentiate Actions vs. Motivations: To understand the conflict between what a user says they want and what they actually do or feel.
• Uncover Latent Needs: To identify emotional drivers (fears, aspirations) that are not explicitly stated in a project brief.

Tools

Divide a large sheet into four quadrants based on the user's experience.

• Left Side (External/Observable): What does the user Say and Do? (Objective reality).
• Right Side (Internal/Inferred): What does the user Think and Feel? (Subjective reality).

Activities

Focus Calibration (2 mins)

Place the Target Customer in the center of the map. Give them a name and a face.