Several benefits are derived from the use of CVD methodology: it provides greater knowledge of the customer; it minimizes trial and error in product or service development; it allows for innovation and not just incremental improvements; and it is future oriented rather than historical. Further, Woodruff(1997)refers to consequences arising from use that may block achieving the customer's goals and purposes in use situations.In these cases, customer seek to avoid attributes that result in negative consequences. CVD techniques can elicit attributes that cause problems in a supply chain.