1. Identify customer wants. (What do customers want in this product?)
2. Identify how the good/service will satisfy customer wants. (Identify specific product characteristics, features, or attributes and show how they will satisfy customer wants.)
3. Relate customer wants to product hows. (Build a matrix that shows this relationship.)
4. Identify relationships between the firm's hows. (How do our hows tie together? For instance, in the following example, there is a high relationship between low electricity requirements and auto focus, auto exposure, and number of pixels because they all require electricity. This relationship is shown in the "roof" of the house in Example 1.)
5. Develop importance ratings. (Using the customer's importance ratings and weights for the relationships shown in the matrix, compute our importance ratings, as in Example 1.)
6. Evaluate competing products. (How well do competing products meet customer wants? Such an evaluation, as shown in the two columns on the right of the figure in Example 1, would be based on market research.)
7. Determine the desirable technical attributes, your performance, and the competitor's performance against these attributes.
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