The third column contains the customer needs implied by the raw data Some

The third column contains the customer needs implied

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a customer action (from a video recording or from direct observation). The third column contains the customer needs implied by the raw data. Some emphasis should be placed on investigating clues that may identify potential latent needs. Such clues may be in the form of humorous remarks, less serious suggestions, frustrations, nonverbal information, or observations and descriptions of the use environment. The symbol (!) is used in Exhibit 4-6 to flag potential latent needs. Techniques for interpreting the raw data in terms of customer needs are given in the next section. The final task in step I is to write thank-you notes to the customers involved in the process. Invariably, the team will need to solicit further customer information, so develop- ing and maintaining a good rapport with a set of users is important. Step 2: Interpret Raw Data in Terms of Customer Needs Customer needs are expressed as written statements and are the result of interpreting the need underlying the raw data gathered from the customers. Each statement or observation (as listed in the second column of the data template) may be translated into any number of customer needs. Griffin and Hauser found that multiple analysts may translate the same interview notes into different needs, so it is useful to have more than one team member conducting the translation process. Below we provide five guidelines for writing need statements. The first two guidelines are fundamental and are critical to effective translation; the remaining three guidelines ensure COllsistency of phrasing and style across all team members. Exhibit 4-7 provides examples to illustrate each guideline.
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62 Chapter 4 Customer: Address: Telephone: Bill Esposito 100 Memorial Drive Cambridge, MA 02139 617-864-1274 Interviewer(s): Date: Currently uses: Jonathan and Lisa 19 December 2006 Willing to do follow-up? Yes Type of user: Craftsman Model A3 Building maintenance Question/Prompt Customer Statement Interpreted Need Typical uses 1 need to drive SD drives screws faster than hand. hand. I sometimes do duct work; use sheet The SD drives sheet metal screws into metal screws. metal duct work. A lot of electrical; switch covers, outlets, The SD can be used for screws on fans, kitchen appliances. electrical devices. ------------------r-~~----~--~-------------~. Likes--current tool I like the pistol grip; it feels the best. The SD is comfortable to I like the magnetized tip. The SD tip retains the screw before it is driven. Dislikes~current tool • I don't like it when the tip slips off i the screw. The SD tip remains aligned with the screw head without I would like to be able to lock it so I can use it with a dead' battery. screws. me to reach down skinny holes. A point so I can scrape paint off of screws. Would be nice if it could punch a pilot hole. The user can apply torque manually to the SD to drive a screw. (I) ------------------ The SD can drive screws into hard wood.
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