7. Design for Quality in NPD Process

Question 1

Kano model of customer satisfaction

Answer 1

classifies product attributes based on:

• how they are perceived by customers
• their effect on customer satisfaction

Question 2

objectives of the kano model

Answer 2

identify types of customers’ needs that have to be satisfied

provide a ranking scheme that distinguishes b/w
essential + differentiating product attributes

Question 3

different types of attributes according to the kano model

Answer 3

linear (more is better)

must-be (expected attributes)

attractive (excitement attributes - unexpected)

indifferent (no effect on satisfaction)

reverse (negative impact)

Question 4

Kano’s Guidelines for effective NPD

Answer 4

cover all the must-be attributes

be aligned on the one-dimensional attributes

offer some attractive attributes in order to add value

check the existence of indifferent attributes and focus efforts on the “quality” characteristics from the customer point of view

Question 5

QFD model

Answer 5

quality function deployment

tool for translating customer requirements into technical characteristics for each stage of product development + production

Question 6

4 phases of QFD model

Answer 6

product (house of quality = HOQ)

parts

process/technologies

production

Question 7

HOQ: quality planning process

Answer 7

1. analysis of customer + attributes
2. customers scale attributes in terms of importance
3. qualitative benchmarking by customers
4. overall importance calculation

Question 8

overall importance calculation

Answer 8

simple importance x gap index

Question 9

HOQ: technical development

Answer 9

5. technical characteristics that satisfy the customer demanded attributes (HOWs)
6. technical characteristic matrix (correlation b/w characteristics) - apply symbols to describe relationship
7. relationship matrix b/w WHATs (needs) and the HOWs (technical solutions) + their intensity
8. measure, evaluate + estimate costs
9. technical priorities + target setting (rank relative importance of characteristics)

Question 10

QFD advantages

Answer 10

competitive know how = maintain continuous visibility on market + competitors

technical know how = understand relations b/w targets + solutions

relational know how = translate qualitative aspects into measurable features

Question 11

QFD disadvantages

Answer 11

time consuming

information cost (marketing research…)

complex methodology (need technical personnel w/ training)

Question 12

QFD: critical factors for success

Answer 12

clear strategy of market focus

quality market research

short term projects

committed functional department