An empathy map is a tool used in design research to understand a person's experience. It consists of four quadrants - what the person said, did, thought, and felt. Researchers fill out each quadrant based on observations and engagements with people. They then synthesize the person's needs based on the empathy map. Needs are identified directly from the traits or from contradictions between traits. Abraham Maslow's hierarchy of needs is used to understand which underlying needs the person has. Insights are then synthesized, especially from contradictions, to help solve design challenges.