My organization is an advertising agency. Customer needs and expectations are determined through an entire process. In the first stage key customers which are important for the future of the company are determined. These two customer groups could be either leader customers of loyal customers. The latter drive 70% sales while the former define how the business environment will be like in near future. Following the categorization of customers, customer needs are determined i.e. it is determined what they need and how will they use it/need it. Through a customer verbatim, there process flow is determined and the verbatim is translated into designer language. In the end, management tools like affinity data or tree diagrams are used to sort out data, organize key issues and prioritize ideas.