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.

  1. Journey Review (10 min): Review the existing journey stage framework.

  2. Emotional Brainstorm (30 min): Brainstorm the emotions customers experience at each stage.

  3. Gap Analysis (25 min): Analyze the gaps between desired and actual emotions.

  4. Prioritization (15 min): Prioritize which emotions to improve first. It's easy to get bogged down here – keep the team focused.

  5. Impact Mapping (10 min): Connect improved emotions to desired business outcomes.

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For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

Unlock Pre-Work Requirements

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  • List of journey stages

  • Emotion cards or vocabulary list

  • Gap analysis template

Unlock Materials Required

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  • Facilitator Guide (PDF)
  • Participant Workbook Template
  • Presentation Slides
  • Printable Materials

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