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.