North American customer perception of Quality has changed over time and has shifted from Quality, Dependability, and Reliability (QDR) to Interior Sensory Quality (ISQ). ISQ is defined as the harmony of characteristics that combine to make an emotional connection to the vehicles’ interior. Vehicles need to correctly appeal to customers emotional side through providing class-leading ISQ. Hypotheses for specific interior areas were developed in order to identify key ISQ strengths, weaknesses, and preferences. These hypotheses were then tested at customer clinics held across the country. The key goals were to understand customer judgment of ISQ execution, understand customer ISQ priority, and understand customer preference of detailed component areas.