One of the key factors for the successful implementation of a modern quality management system in enterprises is the principle of customer orientation. Focusing all business processes on meeting needs, anticipating expectations, and increasing customer loyalty helps strengthen the organization's position and gain clear competitive advantages in foreign and domestic markets in a timely manner. The primacy of customer opinion and the personalization of the image of the future consumer underlie the methodology of the quality structuring function, which defines the «customer's voice» as the fundamental principle of strategic planning of the company's production activities. Creating values for the client that take into account his «voice», integrating customer experiences into business processes is a powerful incentive for the introduction and implementation of innovative solutions in various industrial sectors. The paper presents the person of the target consumer of a new type of product, modeled during the implementation of the quality structuring methodology.