Quality Function Deployment (QFD)
Part 5. Product Innovation and Management
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Hauser, J. R., Griffin, A., Klein, R. L., Katz, G. M. and Gaskin, S. P. 2010. Quality Function Deployment (QFD). Wiley International Encyclopedia of Marketing. 5.
- Published Online: 15 DEC 2010
Quality function deployment (QFD) is a product-development methodology that “deploys” the Voice of the Customer (VOC) throughout the product-development process. A cross-functional team implements QFD by creating a series of one or more matrices, the first of which is referred to as the House of Quality (HOQ). These matrices relate customer wants and needs to an extensive set of product features. A set of metrics is developed to measure how well sets of product features are meeting customer needs, and then the product's design specifications are identified and prioritized. QFD enables the entire product-development team to prioritize their development activities in a systematic, analytical way. It helps them work together to achieve a common view of the relationship between customer needs and product design. It provides an “audit trail” that reminds people, both new and old to the project, as to why past decisions were made. The QFD process stretches the product-development team's thinking as to which activities are most critical toward creating a winning product or service. It also improves communication among members of the product-development team. The result is a product that is thoughtfully designed right from the beginning, cutting down the need for later rework and reducing development time and costs.
- quality function deployment;
- House of Quality;
- new-product design;
- product development;
- customer needs;
- performance measures;
- Voice of the Customer;
- market research