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Training & Workshops

Quality Function Deployment
Workshop M-743


Quality Function Deployment (QFD) is a product or service development method, which provides a clear approach to:

  • Ensure customer requirements, wants, and "delighters" are designed into the company's products or services.
  • Focus and drive system requirements all the way to individual critical components and process parameters.
  • Gain agreement among marketing, design, manufacturing, service, etc. as to what a new product will be (features/benefits/functions), how it will perform (specifications, reliability, ease of installation, etc.), and how each department will be accountable for contributing to the successful launch.
  • Shorten overall project cycle time by reducing the number of development iterations.


To integrate the QFD Workshop into the product/service development schedule and deliver the Workshop to the project team "just in time". When the methodology is applied from the beginning of a project, especially prior to initiating Market Research, the project team can most effectively leverage both marketing and technical resources to deliver a Customer Satisfying Product or Service.


The full product development team including (but not limited to) the Marketing, Design, Manufacturing, Quality, and Field Service organizations.


No prerequisites to this class


Attainment of the organization's Quality, Cycle-Time, and/or Cost Reduction Goals


First Day

The course starts out with two introductory modules. The Definition and Rational for QFD and An Overview of the QFD Process. The balance of the course deals with teaching and applying the actual methodology. The course is designed around a case study and is also structured to accommodate a real team project. The basic QFD process is taught in Module Three, which is described below.

The team first takes on learning to read, understand, and prioritize the target market requirements through Affinity Diagramming, creation of the product "Whats", and the Customer Competitive Analysis. When the team finishes this portion of QFD, it not only understands what the customer wants, but the "why" of the customer requirements. The team learns how to prioritize customer requirements and also how its product performs relative to the competition's products. The value created at this stage is that the team has a manageable, prioritized list of actionable customer requirements, which it thoroughly understands. What may be most important, rather than trying create the "be-all-to-end-all-product", which in most cases is a disaster, the team has focused its resources on a single niche which can have a high probability of success.

The course then shifts its focus to technical aspects product development by creating the "Hows", completing the Relationship Matrix and Technical Benchmarking. In these activities, the team tackles how to measure a product's ability to satisfy the customer, links these measures to customer requirements, looks for technical trade-offs, and finally documents existing product technical performance based on laboratory, product trials, and reverse-engineering studies. The value created here is that the team has created concrete measures of product performance, which are tightly linked to Customer Satisfaction.

Second Day

The final step in this module is the creation of the product specifications, which invariably are incorporated into the product definition.

Course Modules Four, Five and Six show how the product specifications, created in Module Three, are cascaded into subassemblies, components, and manufacturing processes. This cascading has proven to be extremely valuable for products, which are dependent on manufacturing processes, which cause high variability in product performance and/or reliability.

MASET, LLC    P. O. Box 11663    Chandler, AZ 85248
Phone: 602-721-3680     Fax 480-802-4710

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