The empathy Feel + Act + Say + Think (eFAST) framework is a powerful tool for uncovering deeper user insights and persona empathy mapping. Here’s an elaboration on how this framework can be applied:
Feel + Act + Say + Think (eFAST)
1. Feel: This component focuses on the emotional state of the user.
- Capture the user’s emotions, feelings, and concerns related to the product or service.
- Identify pain points and moments of delight in the user experience.
- Use techniques like mood boards or emotion scales to quantify feelings.
2. Act: This aspect observes the user’s behaviours and actions.
- Document the steps users take when interacting with the product or service.
- Note workarounds or shortcuts users employ to accomplish tasks.
- Utilise techniques like user journey mapping or task analysis to capture actions systematically.
3. Say: This element focuses on the user’s verbal expressions.
- Record direct quotes and feedback from users during interviews or usability tests.
- Pay attention to the language and terminology users employ when discussing the product.
- Use techniques like voice of customer (VOC) analysis to categorise and prioritise user statements.
4. Think: This component delves into the user’s thought processes and decision-making.
- Uncover the underlying reasoning behind user actions and choices.
- Identify assumptions, expectations, and mental models users have about the product or service.
- Employ techniques like think-aloud protocols or cognitive mapping to capture thought processes.
Applying eFAST to Empathy Mapping:
When creating an empathy map based on the eFAST framework:
- Divide the map into four quadrants corresponding to Feel, Act, Say, and Think.
- Populate each quadrant with insights gathered through various research methods (e.g., interviews, observations, surveys, social listening etc.).
- Look for patterns and connections across quadrants to develop a holistic understanding of the user.
Benefits for Persona Development:
- Provides a multi-dimensional view of the user, going beyond basic demographics.
- Helps identify key pain points and opportunities for innovation.
- Facilitates the creation of more realistic and relatable personas.
- Enables better alignment of product features and marketing messages with user needs and motivations.
By systematically applying the eFAST framework and integrating the insights in empathy mapping, product teams can develop richer, more nuanced personas that truly represent their target users, leading to more user-centric and successful product innovations.
Having said that, experienced researcher will NOT take the face value of what the customer “Act” & “Say”, but leverage deeper psychological analysis to dig deep into cognitive and subconscious level “Feel” and “Think” that drives the “Act” & “Say”.
Want to know how? Stay tune for the next sharing on a proprietary NATURE principles which I learnt and consolidate from experience working with professional consumer researcher over the years.
