Neo:We usually use some kind of product/service selection. The deliverable is a good cup of coffee in the morning. You can first decide the attributes of a “good cup of coffee,” without restrictions to location, etc.The choices can be various types of coffee making machines for home use, or could also include a prepaid Starbucks card.When we ran this in Europe we got VERY different answers than previous trials. We had a moment to discuss market segments and survey sampling.When we were in New York, we used a QFD to define the requirements for a establishing a food cart outside the building. A good “how” might be, “Not being able to see David Blaine.” I was amazed that people would actually eat that stuff – “road food” they called it.Cheers, BTDT
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