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Quality Function Deployment (QFD)

Part 5. Product Innovation and Management

  1. John R. Hauser1,
  2. Abbie Griffin2,
  3. Robert L. Klein3,
  4. Gerald M. Katz3,
  5. Steven P. Gaskin3

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05023

Wiley International Encyclopedia of Marketing

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.

Author Information

  1. 1

    Massachusetts Institute of Technology, Cambridge, MA, USA

  2. 2

    University of Utah, Salt Lake City, UT, USA

  3. 3

    Applied Marketing Science, Inc., Waltham, MA, USA

Publication History

  1. 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