Question 23.1: Quality Function Deployment: House of Quality A new product ...
Quality Function Deployment: House of Quality
A new product design project is just getting started. It deals with a toy for children aged 3 to 9 that could be used in a bathtub or on the floor. It is desired to construct the house of quality for such a toy (the initial matrix in QFD), first listing the customer requirements that might be obtained from one or more of the methods listed in Table 23.1.
Table 23.1 Methods of Capturing Customer Requirements
| Comment cards | These allow the customer to rate level of satisfaction of the product or service and to comment on features that were either appreciated or not appreciated. Comment cards are often provided to the customer simultaneously with the product or service. They can also be made a part of product warranty registration. |
| Customer returns | When the customer returns the product, an associate gathers information about the reason for the return. |
| Field intelligence | This involves collection of second-hand information from employees who deal directly with customers. |
| Focus groups | Several customers or potential customers serve on a panel. Group dynamics may elicit opinions and observations that would be omitted in one-on-one interviews. |
| Formal surveys | These are often accomplished by mass mailings. Unfortunately, the response rate is often low. |
| Internet | This is a relatively new way of gathering customer opinions. Subject-oriented interest groups, some of which are companies and products, can be queried to obtain useful information on the needs and desires of potential customers. |
| Interviews | One-on-one interviews, either in person or by telephone. |
| Study of complaints | This allows a statistical review of data on customer complaints. |
The corresponding technical features of the product will then be identified, and the various correlations will be developed.
