As in many complex interactive applications, the quality of a museum hypermedia is strongly related to how well it matches the requirements of its potential users. In turn, this is strictly dependent upon the developer's ability of understanding user characteristics and contexts of use, and of "translating" such properties into appropriate design choices. Since museum hypermedia has a large variety of potential users, understanding what they really expect from the application is a complex and expensive task, and much information must be gathered and analyzed: users knowledge of the application domain; their previous experience with hypermedia; the specific tasks they need to perform; and the physical and temporal situation of use. In this paper, we propose a method, called W5+ for user requirements acquisition, performed in ten museums in Milan.