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How to Enhance Your Creative Empathy

D&AD via FutureLearn


Connect with your target customers and get better results with your work

At the heart of all brilliant, commercial creativity lies people. An end audience who you, as a creative, need to connect with in order for your brilliant ideas to land and get results.

This course dives into the head and hearts of humans and will help you understand and build empathy with them.

Learn how to research and understand an audience

It’s vital, especially in creative industries, to understand your customers. With creative work usually needing a lot of time and money to produce and use, missteps can be costly.

On this course, you’ll learn the essentials to getting into the minds of an audience and how to obtain and use quantitative and qualitative data to better understand your audience.

Develop the tools to build accurate customer journey maps

Once you know more about your audience, you’ll look at the tools you can use to step into the shoes of your customer. You’ll then learn about customer journey maps and how to apply these tools to build maps of your users’ journeys. This will ultimately help you to develop audience personas that align to your existing customer base.

Make an emotional connection with customers through your work

Emotions play a big part in both customer decisions and advertising. To be successful with your product, especially in marketing it, you need to create an emotional connection with your audience.

You’ll look at how to create campaigns that utilise emotions and make compelling solutions. By the end of this course, you’ll be better equipped to build empathy with your end audience, user, or customer, and produce exceptional creative work that makes an emotional connection.

This course is designed for anyone in a creative industry looking to empathise and connect more with their audience.

You may be interested if you’re a creative, strategist, marketer, or communicator wanting to better understand your audience.


  • Understanding Your Audience
    • Introduction to Empathy
    • Why Empathy Matters
    • Personas and Motivations
    • Insight In Data
    • Deeper Dive
  • Exploring Your Audience
    • Bringing Your Audience To Life
    • Understanding Your Audiences Journey
    • Collating Your Research
  • Connecting Communication
    • Understanding and Using Bias
    • Communicating With Emotion
    • Ethics In Empathy
    • Bringing It All Together

Taught by

Victoria Foster


5.0 rating, based on 1 Class Central review

4 rating at FutureLearn based on 1 rating

Start your review of How to Enhance Your Creative Empathy

  • Quite a novel and creative class! Enjoyed the course material and resources. It is a marketing class, still, it is designed with the perspective of human emotion - empathy. Shows how to connect with the customer genuinely, effectively, and creatively using empathy. I enjoyed the class.

    As they aptly say, I feel now equipped to understand different types of audiences and how to build empathy with the customers through creative work.

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