For product-out projects such as technology-driven products, we use Reverse QFD to first identify key customers and their needs, and then "market-in QFD" to fine tune the product so that it adds value and satisfies important customer needs better than the alternatives.
Turning Fishbones into Wishbones
One of the most powerful quality tools is the well known “Fishbone Diagram.” It is a diagram that visually links characteristics and factors. In Modern QFD, the wishbone diagram is critical in two phases. First is in finding unspoken customer needs; second is in developing solutions to those needs. Master this, and it may be the fastest QFD you could ever wish for!