Deploy Empathy

A practical guide to interviewing customers (Updated and Expanded Edition)

By: Michele Hansen, Jim Kalbach (Foreword by)

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Paperback | 18 August 2025 | Edition Number 2

At a Glance

Paperback
398 Pages

Dimensions(cm)
22.9 x 15.2 x 2.08

Paperback

RRP $32.99

$32.75

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With over 5,000 copies sold worldwide, Deploy Empathy has become a go-to guide for anyone interested in learning how to interview customers. This updated and expanded edition includes guidance on using AI in customer research, a customer interview workshop guide, additional analysis methods with worked examples, and more.

"Deploy Empathy is a playbook for making empathy part of your daily work, and in turn, building a business that customers love." - Jim Kalbach, author of The Jobs to Be Done Playbook

Master customer interviewing (no people skills required!)

Readers call this "the most practical overview of customer research" they've ever read because it gives you everything you need to start today:

Ready-to-use interview scripts for discovery, retention, and cancellation conversations
The beloved "How to Talk So People Will Talk" section with specific phrases that help people open up (and shows you how to practice these skills safely with friends and family first)
Clear frameworks for making sense of what you learn
A real interview so you know what success looks like

Industry Reviews

"By sharing real-world stories and actionable advice, Deploy Empathy shows us how to move beyond superficial understanding. It's a playbook for making empathy part of your daily work, and in turn, building a business that customers love. The clear and pragmatic approach makes it both fun and useful. The concise writing lets you dip in and out as needed, making it an invaluable reference for customer discovery. It's a research book for non-researchers." - Jim Kalbach, author of The Jobs to Be Done Playbook

"Deploy Empathy is, far and away, the best book I've ever read on user interviews. It is filled with tactical advice. I heartily recommend it to anyone who builds or sells."

- Patrick McKenzie (aka patio11), Founder, Kalzumeus Software

"A smart look at one of business's most overlooked but critical topics." - Morgan Housel, Partner at Collaborative Fund and Author of the International Bestseller The Psychology of Money

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This product is categorised by

Non-Fiction Business & Management Sales & Marketing Market Research

Deploy Empathy

A practical guide to interviewing customers (Updated and Expanded Edition)

At a Glance

Paperback

Industry Reviews

Shipping

How to return your order

Defective items

You Can Find This Book In

More in Market Research

How Brands Grow

What Marketers Don't Know

Influence, New and Expanded

The Psychology of Persuasion

Oversubscribed 2nd edition

How To Get People Lining Up To Do Business With You

Evolutionary Ideas

Unlocking ancient innovation to solve tomorrow's challenges

Digital Marketing in Practice

Design, Implement and Measure Effective Campaigns

Exactly What to Say

Magic Words for Influence and Impact

Consumer Economics

Theories and Behaviors

Consumption and Society

A Business Perspective

Hooked

How to Build Habit-Forming Products

Law For Dummies

2nd Edition

This Is Strategy

Make Better Plans (Create a Strategy to Elevate Your Career, Community & Life)

Laws of UX

2nd Edition - Using Psychology to Design Better Products & Services

Choose Wisely

Rationality, Ethics, and the Art of Decision-Making

Better Brand Health

Measures and Metrics for a How Brands Grow World

Indistractable

How to Control Your Attention and Choose Your Life

Unreasonable Hospitality

The Remarkable Power of Giving People More Than They Expect

Good Services

How to Design Services that Work

The 10 Principles of Effective Social Media Marketing

Strategies to Guarantee Impact

Marketing Analytics

Based on First Principles

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9th edition

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Lean Analytics

Use Data to Build a Better Startup Faster

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