In the previous chapter, we learned how to take the volume of data we generated in our customer interviews and turn it into a list of requirements that our customers told us they valued. In this section, we dove deeper into this data by engaging with the same customers, or other customers, and we had them help us to prioritize these features and requirements. In addition to prioritizing these features and requirements, we also learned how to apply the Kano model as part of our customer review process to better understand the different ways customers value the attributes in our products, and learned how to differentiate between the Must-Bes, the Performance features, the things the customers are indifferent about, and the things that will delight them. We also talked about how to identify the things that caused customer satisfaction or dissatisfaction with our products, and how to measure the level of each.

In the next chapter, we will bring all of our analysis together to help us understand how we can incorporate customer feedback into our product development process, use customer feedback to convince senior management of the need for these product features, and lastly use this information to price, position, and sell our product in the marketplace using our customers' own words.