Product development model to classify customer preferences into five categories.

Poll two groups of customers:

• Group 1—If they had the feature?

• Group 2—If they didn’t have the feature?

Scored: Expect / Like / Neutral / Dislike

Results:

• Expect + Dislike → Must-be

• Like + Dislike → One-dimensional

• Like + Neutral → Attractive

• Neutral + Neutral → Indifferent

• Dislike + Expect → Reverse