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Identify an appropriate number of potential customers of products like yours.
Prepare and conduct interviews. If direct interviews are not practical, you should get responses from as wide an audience as possible to a written questionnaire. Remember that the “customer” includes your sponsor, as well as the potential end-users or buyers of the product. Give demographic information on your ‘customers.’
Make use of the process described in Chapter 5, Ulrich and Eppinger.
Provide a copy of your oral or written questions in the report.
Interpret “raw” data to identify customer needs. Organize needs into appropriate groupings and hierarchies.
Provide this in tabular form.
Establish relative importance of needs based on interviews and team preferences.
Reflect on results and prepare a detailed summary of the exercise.
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