We developed and used a method that gathers rele- vant stakeholders to elicit, prioritize, and elaborate the quality goals of a software product. It is designed to be lightweight and easy to learn compared to methods for a more comprehensive analysis of non-functional re- quirements. The method and the resulting quality goals are meant especially for improving the software prod- uct management process. We used it in four software product companies, and report lessons learned and evaluation of the method based on practitioners' com- ments. We found it better to set the goals first for the product in general before discussing a specific release project. In addition to identifying goals that needed improvement, the practitioners considered identifying already achieved goals relevant, but they were neg- lected unless explicitly considered. Using ISO 9126 as a checklist after brainstorming did not add many goals. Prioritization was challenging due to numerous relevant perspectives. Conceiving measures for impor- tant goals seemed to concretize them.