Product sound quality is becoming increasingly critical in recent years. To help improve customer satisfaction and product quality, Delphi Automotive Systems has taken a proactive approach to address sound quality issues. The first step is to identify customers' expectations. This paper describes a sensory approach to develop sound quality criterion for a power product. To identify critical sound quality characteristics, a large number of sound samples were recorded. Jury (focus group) evaluation was conducted to identify the acceptance level and preference of each sample. Then, critical objective measures, and the criterion level of each measure, were identified via correlation analysis with subjective responses. This article presents a practitioner's point of view on how to apply sensory engineering method to engineering practice.