Still using the 1-5 rating scale for tabulating importance, priorities, and so forth? If you are still using such ordinal scale method, whether in customer survey, traditional House of Quality or 4-phase method, it's time to bring your QFD math to Six Sigma level precision and switch to Analytic Hierarchy Process.
QFD and DFLS / DFSS
The focus of DFSS / DFLS is our internal products and processes, whereas the focus of QFD is our customers (especially, end users). QFD is essentially a DFCV (design for customer value). Here’s the similarities, differences, and focus of DFSS / DFLS and QFD, and why you need both to achieve customer satisfaction.
Modern QFD -vs- Traditional QFD
Artists Sixth Sense for Engineers
Why would some people pay over $100 for a teakettle when you can boil water just as well with one that costs only $20? … "It makes me smile," said one user about her favorite designer kettle. How many of you thought — even remotely — that "makes me smile" could be a customer need for a teakettle design?
CEAT wins the prestigious 2017 Deming Prize
Customer, Kunde, Kyaku: How to better understand customers and improve their process
Voice of Customer is not a customer need. Unlike conventional VoC methods capable of only superficial analysis, inadequate, modern blitz QFD offers a deeper/broader systematic approach to understanding the customers in situ and their process, enabling you to identify hidden market opportunities and novel solutions.