Illustrates how to transform raw insights collected from ethnographic research into structured content. At the end we're provided with three levels of categorization written as need-statements. Then the team walks-the-wall to brainstorm opportunities.
This is a great requirements-definition technique for New Product Development, since it's a bottoms-up and data-driven methodology that not only captures explicit customer requests, but also tacit and latent needs. This is more likely to lead to highly-valued, innovative design solutions that creates high-barriers to competition.