A recent graduate from Brazil who has a degree in advertising and has been hired by the agency he interned at. He feels insecure about his abilities in the professional world despite his education. While excited by the adventure of his new role, he has doubts about fully committing to advertising and wonders about pursuing psychology. He thinks traditional work structures don't suit him and wants to gain experience and confidence in his career.

1. EMPATHY MAP

2. EMPATHY MAP - STAKEHOLDER
This person is a brazilian recent grad student. He is 22 years old and
doesn't live with his parents anymore but is not financially independent
yet.
He has a bachelors degree in Social Communication - Advertising. He
has worked as a trainee during most part of the time during his
studies. Now that he has got his diploma, he has been hired by the
Advertising Agency in which he was working before as a trainee.

3. EMPATHY MAP - SAY
"E se eu for infeliz no que eu faço e não puder largar tudo porque tenho contas para pagar".
"Como eu não conheço esse terreno em que to pisando, parece, ou melhor, É uma aventura. Então não tem monotonia".
"Ouviam minha opinião e davam credibilidade pras soluções que eu acreditava serem boas".
"O que me fez querer ficar nesse trabalho é o fato de a empresa não ser aquelas tradicionais, em que há a figura de um
chefe autoritário e você é um mero funcionário".
"Por mais que eu tenha me dedicado muito e muito na graduação, os ensinamentos que ela me ofereceu não suprem
tudo que preciso saber e enfrentar no mercado."
"Estar preparado, para mim, significa ter grande confiança".
"Eu ainda tenho algumas dúvidas sobre a minha vida profissional: invisto totalmente na publicidade ou começo a investir
na carreira de psicólogo?"
(What if I'm unhappy at my job and I can't drop everything because I have bills to pay?)
(Since I don't know this ground I'm getting into, it seems, or even better, it IS an adventure. So, there will be no boredom)
(They heard my opinion and gave credibility for the solutions I believed were the good ones)
(What made me "want to stay" in this job is the fact that this company is not one of those tradicional ones, where there is
an authorative boss figure and you are a mere employee)
(Even though I have had dedicated myself a lot and a lot during university, the teachings it gave me don't provide all I
need to know to face the market)
(To be prepared, to me, it means to be very confident)
(I still have some doubts about my professional life: do I invest myself totally in advertising, or do I start to invest in my
psychologists career?)

4. EMPATHY MAP - THINK
He thinks that, even though this new "work-life" might be scary, he is
achieving his dream to become independent.
He thinks it is important that people respect his opinion, doesn't
matter if he is a trainee or a recent grad.
He believes university didn't prepare him enough to face the market
and that, now, he has a lot to learn and many experiences to gain.
He thinks the actual established "office-work" format doesn't work for
him, he rather work part time home/part time office.

5. EMPATHY MAP - FEEL
He feels...
insecure
scared
thrilled
curious
challenged
proud
wavering
INSIGHTS
Bachelor's degrees don't
prepare people enough to
face the market;
There is a lack of confidence
among recent grad students;
Recent grad students often
think they are incapable of
doing things properly
because, they don’t know
what they are actually
capable of.

6. STAKEHOLDER
A dedicated, creative, degree-holding advertiser, who is efficient and
well-humored but doesn't like to work in teams.
NEEDS A WAY TO... (problem)
Improve his self work-abilities knowledge,
BECAUSE... (insight)
he feels very insecure, even though he has studied a lot.