Clues — Meaning Powers Movement
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Consumer

Empathy Map

Six fields, one customer — for deeper empathy.

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Visualization
Think & feelSay & doSeeHear
What it is

A workshop map summarising what the customer thinks, says, does, sees, hears — plus pains and gains.

When to use it

Project kickoff, ideation, CX redesign.

How to apply

Fill in together. Watch for contradictions — those are insights.

Related frameworks

Consumer
CORE1Brand core2Message target3Media target4Consumer pool

Target Groups — layers

Three audience layers: core, message, media.

Consumer
W
Who — the customer
W
What — product & portfolio
W
When — occasions
W
Where — purchase & use
W
Why / Why not — drivers & barriers

5Ws Framework

Five W questions to describe a customer.

Consumer
InsightNeedsOccasionsTarget consumer

Consumer Pyramid

From describing the customer to the insight — step by step.

✺All 100+ frameworks in one PDF cheatsheet.
About:

Agencies execute. Consultants advise. And then everyone wonders why the two never add up.

Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.

We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.

Share it, use it, build on it. The Clues team.