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Identify
Customer
Needs
Establish
Target
Specifications
Generate
Product
Concepts
Select
Product
Concept(s)
Test
Product
Concept(s)
Set
Final
Specifications
Plan
Downstream
Development
Development
Plan
Exhibit 5-2 The customer-needs activity in relation to other concept development activities.
Objective = Goal
Ensure that the product is focused on customer needs
Identify latent or hidden needs as well as explicit needs
Provide a fact base for justifying the product
specifications.
Create an archival record of the needs activity of the
development process.
Ensure that no critical customer need is missed or
forgotten.
Develop a common understanding of customer needs
among members of the development team.
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Nature of needs
Mission Statement
Example: Screwdriver Project
Product Description
Benefit Proposition
Primary Market
Secondary Markets
Assumptions
Stakeholders
Casual consumer
Light-duty professional
Hand-held
Power assisted
Nickel-metal-hydride rechargeable battery technology
User
Retailer
Sales force
Service center
Production
Legal department
100
80
60
One-on-One Interviews (1 hour)
Focus Groups (2 hours)
40
20
0
0
10
Users
Retailer or
Sales Outlet
Service Centers
5
2
Handy person
(frequent use)
10
Professional
(heavy-duty use)
3
2
Exhibit 5-5 Customer selection matrix for the cordless screwdriver project.
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15
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Customer Statement
What Not
How
The screwdriver is
rugged.
The screwdriver
operates normally after
repeated dropping.
Positive
Not
Negative
The screwdriver
operates normally in
the rain.
Attribute
of the
Product
Id like to charge my
battery from my cigarette
lighter.
An automobile cigarette
lighter adapter can
charge the screwdriver
battery.
Avoid
Must
and
Should
The screwdriver
provides an indication
of the energy level of
the battery.
Exhibit 5-7 Examples illustrating the guidelines for writing need statements.
Exhibit 5-6 Customer data template filled in with sample customer statements and interpreted
needs. SD is an abbreviation for screwdriver. (Note that this template represents a partial list
from a single interview. A typical interview session may elicit more than 50 customer
statements and interpreted needs.)
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** The SD can turn philips, torx, socket, and hex head screws.
** The SD can turn many sizes of screws.
The SD can access most screws.
The SD can be maneuvered in tight areas.
driv e a screw .
Exhibit 5-8 Hierarchical list of primary and secondary customer needs for the cordless screwdriver. Importance ratings for the secondary needs are indicated by the number of *s, with *** denoting
critically important needs. Latent needs are denoted by !.
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THANK YOU