Tool used in design thinking and that is distinguished by adopting the perspective of the user that the product or service is aimed at in order to identify his/her needs and expectations, including those that are latent, as well as the context within which they arise, so as to incorporate them into the design. In practice, this consists of an analysis of six aspects: What does the client think and feel? What does he/she hear? What does he/she do? What does he/she see? What are his/her pains? What are his/her needs? This information is then set out on a canvas in order to describe the ideal client.