After you have finished interviewing potential customers and other people from the Buyer type Model, you should have a lot of statements! Now you need to organize the list.
1. Prune the list of quotes.
- Eliminate duplicates and combine similar quotes. Try to preserve the original intent of the quotes.
- Eliminate quotes that are out of the scope of the project. Refer to the description of the scope of your project contained in your project brief.
2. Group quotes by subject.
- Create 4-6 groups and categorize the quotes.
- Give each category a short but descriptive name.
3. Rate importance or each quote using the following scale:
- Must – Potential customers will not buy the product if this need is not met.
- Good – Potential customers consider this need very important
- Should – Potential customers assume the need will be met.
- Nice – not needed for normal usage
- Poor – Few customers request
4. Compile your quotes into a table.
See table below for some examples for a new razor for men. Note: the example is not complete.
|
Quote
|
Category |
Importance |
| “The razor should last a long time” |
Durable |
Good |
| “…… show no rust” |
Durable |
Should |
| “…… have a sturdy handle” |
Durable |
Good |
| “I do not like to get cut” |
Quality Shave |
Must |
| “I must be able to shave in tight spaces” |
Quality Shave |
Good |
| “. . . No pain when I shave” |
Quality Shave |
Must |
| “. . . . not slip from my hand” |
Easy to Use |
Good |
| “. . . . be able to rinse out cut stubble” |
Easy to Use |
Should |
| “. . . . . not heavy” |
Easy to use |
Should |