1. Sample
Example of an empathy map and how it can be used to begin to solve any user issues/perceptions ahead of time

2. ? _ Send a Survey? 1. What will people SAY…
2. What will people THINK …
I can fill this out, but will they actually use my input?
You sent a survey out last year, but I don’t see how you’ve applied the feedback.
Who’s looking at our data?
If I’m honest, will there be repercussions?
Oh no! Not another survey!
I don’t have time for this.
Send a Survey? ?
3. What will people DO…
4. What will people FEEL…
Ignore it.
Throw it in the trash.
Fill it out only if they’re angry or displeased with you or your services.
Fill it out but not give honest answers.
Too busy.
Unenthusiastic about filling a survey out.
Irritated that you’re sending them another survey.

3. ? _ Send a Survey? 1. What will people SAY…
2. What will people THINK …
Explain how you will use the survey up front.
Keep the survey length no longer than 5 minutes.
State how long it will take to complete in the communication.
Lay out or link to a plan about how you plan to use their feedback.
Briefly state or share 1-2 things that you implemented this year from last year’s feedback.
Explain that the survey responses are kept anonymous and that you are looking at an aggregate to determine trends/patterns from the responses as a whole.
I can fill this out, but will they actually use my input?
You sent a survey out last year, but I don’t see how you’ve applied the input.
Who’s looking at our data?
If I’m honest, will there be repercussions?
Oh no! Not another survey!
I don’t have time for this.
Send a Survey? ?
3. What will people DO…
4. What will people FEEL…
Start with an introductory sentence that reaffirms how much we value user input from all levels from staff to executives.
Make the survey easy to respond to. User test it to insure that it’s easy and quick to respond to. Validate the time needed to complete it.
Re-empathize how valuable HONEST feedback is, even if it is NOT positive. But state, we also want to know what we’re doing well, so we can continue to do it.
See # 2 & 3 in quadrant 1
Make sure your communication has a nice, inviting tone.
Add to the communication an interesting photo that evokes a clever, humorous message , or simply relates to what you’re requesting but gets their attention.
Thank them profusely before they complete the survey and after they’ve completed it.
Ignore it.
Throw it in the trash.
Fill it out only if they’re angry or displeased with you or your services.
Fill it out but not give honest answers.
Too busy.
Unenthusiastic about filling a survey out.
Irritated that you’re sending them another survey.