For example, for the functional form of the question the loan application process to take place in less than or equal to five days, if the customer answers it must be that way. And for the dysfunctional form of the question the loan application process to take place in greater than five days, if the customer answers, I dislike it that way, we will look at the intersection of the second row and the fifth column and find an M indicating that turnaround time of loan approval is a must be customer requirement. Time for another exercise, refer to the canno evaluation table and based on the responses from the customers data mine into which category a given product feature falls