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Brake engineers are very familiar with designing automotive brake systems to meet performance requirements such as those specified in FMVSS 105. However, merely complying with governmental regulations does not ensure that the resulting brake system will satisfy customers of the product. Many attributes of brake performance are characterized by our customers in very subjective terms. In many cases it is not apparent how to incorporate these subjective customer desires into our product designs. This paper describes a process for transforming customer preferences about brake system performance expressed in subjective terms into objective parameters for brake system design. The process for converting customer preferences into design parameters involves several steps. The desires of the customer must be identified. This is often done in marketing clinics, customer interviews or surveys.