This IDEO empathy pictograph is a simple 4‑quadrant diagram with a person in the center and four labeled boxes around them: Say, Do, Think, and Feel. We used this perceptual map in every engagement as part of Design Research. Often it’s drawn on a whiteboard so teams can fill each quadrant with sticky notes from user research.
We interviewed people to qualify their words across these four dimensions in order to inspire how we might help them design new stuff. The point is never to validate - although some use it do so - but rather to assign accountability to someone real who might inspire us.
Shake it to the max
Today, the asymmetry of saying vs. doing is changing. Previously we could infer thinking from delayed outcomes … now we can observe - in near-real time: the ways society thinks.
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