Rules for transforming customer quotes into interpreted needs

You will need to transform each customer quote into an interpreted need. Interpreted needs are used to generate specifications by building a “House of Quality”. Below are the rules for transforming customer quotes into interpreted needs.

1. Focus on what the product does; not how the product works. In other words, interpreted needs should express the benefits not the features of the product.
   1. Example: cordless screwdriver
      1. Incorrect interpreted need: The electric screwdrivers battery contacts are covered by a plastic door.
      2. Correct interpreted need: The electric screwdrivers battery is protected from shorting.
   2. Example: automobile
      1. customer quote:  “The car should have a small four cylinder engine and an electric motor.” (The small four-cylinder engine is a feature of the product. Not a benefit!)
      2. Incorrect Interpreted need: The car has a hybrid drive train consisting of a gas engine and an electric motor.  (Note the features!)
      3. Correct Interpreted need: The car is economical to drive.  (This is the benefit the customer is seeking!)
2. Do not use negative phrasing-use positive phrasing
   1. Cordless screwdriver example
      1. Incorrect interpreted need: The electric screwdriver is not disabled by the rain.
      2. Correct interpreted need:: The screwdriver operates normally in the rain.
   2. Automobile example
      1. Customer quote:  “The car must not skid on wet pavement.”
      2. Incorrect Interpreted need: The car does not skid on wet pavement.
      3. Correct Interpreted need: The car maintains control on a variety of surfaces.
3. Interpreted needs must refer to the product under consideration.
   1. Cordless screwdriver example
      1. Incorrect interpreted need: an automobile cigarette lighter adapter can charge the screwdriver battery.
      2. Correct interpreted need: The screwdriver battery can be charged from an automobile cigarette lighter.
   2. Automobile example
      1. Example customer quote:  “My small garage can shelter the car.”
      2. Incorrect interpreted need: A small garage can contain the car.
      3. Correct Interpreted need: The car fits into small garages
4. Interpreted need should be as specific as possible
   1. Cordless screwdriver example
      1. Incorrect interpreted need: the screwdriver is rugged.
      2. Correct Interpreted need: the screwdriver operates normally after repeated dropping.
5.  The Interpreted need describes one and only one characteristic of the product.
   1. Automobile example
      1. Customer quote:  “I like cars that are roomy and comfortable.”
      2. Incorrect Interpreted need: The car is roomy and comfortable.
      3. Correct Interpreted needs: The car is roomy.   And Second Interpreted need: The car is comfortable.