Translating the Voice of the Customer (VOC) into quantifiable technical targets, such as those required in a quality function deployment (QFD) matrix, is a difficult process. This paper examined two methods, Design of Experiments (DoE) and the Analytical Hierarchy Process (AHP), and explained why each of these methods, while providing powerful tools for their intended purposes, were not well suited for translating subjective customer data into technical targets. As a result, the author proposed a new method combining the relative comparison tools of the AHP as a front end with the existing and powerful analytical tools of DoEs. To validate the new tool, the author performed an experiment using a very subjective and innovative product feature, refrigerator dispenser cavity lighting. The result of the validation process provided proof that the new method, while raising some questions, effectively provides direction for technical targets and other valuable infonnation concerning customer preferences.