Which of the following is NOT a key question addressed by an empathy map?

An empathy map is a tool used to gain a deeper understanding of users' thoughts and feelings towards a product or service. It helps teams to visualize how users experience and interact with their environment. The key questions typically addressed in an empathy map revolve around understanding users' actions, needs, insights, and challenges.

The question "What do they PAY?" does not fit within the primary focus of an empathy map. Empathy maps are primarily concerned with capturing user experiences and emotions rather than transactional aspects like payment. The other options reflect the core elements that the empathy map seeks to understand: actions ("What do they need to DO?"), internal motivations and desires ("What do they NEED?"), and perceptions ("What do they SEE?"). Each of these components helps build a richer picture of the user's experience and perspective, making them integral to the empathy mapping process.