**This step involves coming into contact with the sensory and emotional world of museum audiences. The aim is to create a picture of the various profiles present in the chosen context. **
Such profiles, which are commonly referred to as personas, help define the purpose of the mediation. To do this, you will need to enlist your empathy.
PRISM makes tools available for this step that will help you create snapshots of your audiences that take state of mind, psychological traits, personal motivations and digital habits into consideration.