This work shows how to conduct a transition from a technological need of a power utility to adequate planning for an innovative system R&D project proposal. In the highly competitive world of electricity commercialization, and in accordance to ANEEL (Brazilian Electricity Regulatory Agency) principles, one consideration about new R&D projects proposals is that it needs to present innovative technological solutions to fill technical gaps at operating systems. Due to the multidisciplinary nature and technological complexity of these kinds of projects it is considered that project management by Concurrent Engineering, specific Models for Product Development and its associated tools could be fully applicable to this proposal. In this context established models and tools created for the Product Development Process were recently adapted by Pereira & Canciglieri Júnior (CE2012) for projects like that. Among the tools, it is highlighted the QFD (Quality Function Deployment) successfully used on initials phases of new projects to specify the project requirements and the product characteristics from the needs of the customers. In this sense, this work presents a Case Study where the QFD was applied to establish the requirements for a new R&D project proposal to the Brazilian electrical sector. This work illustrates the Pre-Development phase of a Product Development Model where the characteristics of an R&D project are defined. Its main objective is an Experimental Development project for an innovator technological system to control assets in the process maintenance on the energy power utilities. The used analysis unit was the process of elaboration of a new R&D project proposal to Brazilian power utilities, where QFD was applied to reach the concepts of the R&D project proposal. These concepts are: the expertise of the multidisciplinary team; the project development steps and their simultaneity; the allocation of the “gates” and the technologies that may be used to solve the problem. This phase was then conducted by the development project team coordinator, closely watched by the manager of the project who has in mind the energy company strategic plan to the project.