Synthesis of market research data through a combined effort of QFD, value engineering, and value graph techniques

Abstract

The focus of market research is to capture systematically product information, such as, market competitive analysis data, competitors’ product data, etc. The paper describes an integrated template for product improvement by tactically combining real‐time market research data with quality function deployment (QFD), value engineering, and a value graph. The focus of integrating market research data with QFD previously had been to develop analysis results ‐ customer importance ratings (CIRs) and technical importance ratings (TIRs). The focus of integrating the QFD analysis (TIRs and CIRs vectors) with value engineering and value graphs, proposed in this paper, is to prioritize these ratings, to synthesize market research data, and thereby predict a better set of improvement characteristics. This process template gives the product development teams (PDTs) a synthesis tool to predict what product offerings customers would be interested in ‐ which the company can build and market to make a fair profit.

Citation

Prasad, B. (1998), "Synthesis of market research data through a combined effort of QFD, value engineering, and value graph techniques", Qualitative Market Research, Vol. 1 No. 3, pp. 156-172. https://doi.org/10.1108/13522759810235250