What is a quality function deployment?

Quality Function Deployment may be described as a Product Management model that produces a product by prioritizing consumer – or customer – wants and preferences before considering any other considerations. According to this concept, consumer demands are also encouraged to be felt throughout the entire product development process.

According to the model, you must integrate customers’ feedback into each product component, which depends on principles such as the ‘Voice of the Customer’ and the ‘House of Quality.

Many world-class firms in autos, shipbuilding, electronics, aircraft, utilities, leisure and entertainment, banking, software, and other industries have effectively used The quality function deployment method.

The history of the Quality Function Deployment Model

The Quality Function Deployment Institute, created by Yoji Akao and Shigeru Mizuno in the 1960s, was the birthplace of the Quality Function Deployment Model. Ultimately, the model’s popularity spread due to its success in the car manufacturing business.

The Importance Of a Quality Function Deployment

It is necessary to get feedback from the ultimate customers of the product as part of the initial phase of the quality function deployment framework.

This feedback is accomplished by various traditional methods such as questionnaires, surveys, market research, etc. The final dataset should be large enough to compensate for any deviations or outliers within it and allow for the formulation of high-level strategic objectives to be achieved.

 Quality Function Deployment Pros And Cons

Quality Function Deployment is a method that can bring many benefits to your company. Following are some expelled for such benefits:

●     Using the approach, businesses can maintain their focus on the consumer while operating more efficiently. Rather than being a procedure, it is more of a framework or concept, allowing the company to return to it at all stages of the product creation process. This robust alignment to customer wants ensures that the product’s development remains attentive to the mandates of the market throughout its development.

●     It enables the business to identify any activity that does not align with the product’s consumer-driven strategic objectives.

●     You can introduce the product to the market more quickly, development is more efficient, and the product’s wholesale development is less expensive to develop.

●     The many groups and departments engaged in product development will need to work more closely together due to the collection of consumer data and its widespread application throughout the product’s development. As a result, communication throughout the organization is improved, and adhering to the organization’s strategic objectives is made more accessible.



One disadvantage of the framework is that it is entirely reliant on the consumer. Even though, as a company, you may measure a product’s success in managing and driving customer behavior, the concept of quality function deployment is entirely reactionary.

Where the consumer expresses a desire, it is transformed into a technical requirement of the product. A consumer may be completely unaware of a need or want they have in their mind. Commercial prospects that exist beyond the consumer’s perception will not be studied and will be lost due to the use of the QFD.

How To Use Quality Function Deployment

Data analysis

The Voice of the Customer is formed through the analysis of data.

The consumer’s tastes, needs, and requirements are outlined in this section. These will be ranked according to their importance, and then the business management will prioritize them.

Quantitative considerations heavily influence the quality function deployment framework. When data is processed, a diagnostic tool is constructed to determine the strength of each consumer’s request about the business’s ability to provide it during the product creation process to improve efficiency and effectiveness.

The House of Quality metric

The consumer preferences are then entered into a matrix known as the House Of Quality. In addition, the matrix is filled in with information on the organization’s known capabilities at each stage of the product development process. The matrix thus makes it possible to compare and contrast the consumer’s needs with what the business is capable of achieving through its operations. The matrix exposes the best product that the organization can develop for the consumer and allows for the integration of the consumer’s demands and wants throughout the product’s creation process.



Customer requirements and values drive The Quality Function Deployment, a planning process with a quality approach to new product design, development, and implementation.

The gathering of consumer data must be robust, and the processes for collecting it must be regularly examined by a firm that uses the quality function deployment.

A company’s capacity to collect and analyze customers’ data effectively becomes critical because the QFD idea is based on customer data collected and analyzed efficiently. Failure to do so may jeopardize the organization’s efforts to build the new product.

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