An effective product development process starts by understanding what users want. Not only what their reasons are for choosing one product over another, but also what attributes would make the product easy for them to use. In medical device design, defining user needs is the basis for all design activity going forward. U.S. Federal Regulations, in fact, require that user needs and intended device uses be defined and used as the basis for how the design is developed. The final product must be tested against those needs and intended uses to determine whether the product has been designed to be effective for its intended use. Considering those factors, anything that helps us understand users’ choices should help us design better medical products.