A simple list of product attributes is shown

A simple list of product attributes is shown (here CAs, or ‘customer attributes’), together with corresponding engineering characteristics (ECs). Positive or negative signs are given with the ECs to indicate the preferred desirability of either increasing or decreasing the value of a characteristic. In the body of the matrix, values for the strengths of the relationships between attributes and characteristics have been inserted, and the ‘roof’ has been partially completed for the interactions between ECs. The supplementary information along the bottom of the matrix includes the EC values achieved by the principal competitor product, and the ‘imputed importance’ of each EC. This is a value derived by computing the weighted sums of EC–CA relationships. These relative values indicate where changing an engineering characteristic may have most influence.


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