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QFD is a structured approach to defining customer needs or requirements and translating them into specific plans to produce products to meet those needs.
The “voice of the customer (VOC)” is the term to describe these stated and unstated customer needs or requirements.
QFD requires that the basic customer needs are identified. The customers try to express their needs in terms of “how” the need can be satisfied and not in terms of “what” the need is.
This limits consideration of development alternatives. Development and marketing personnel should ask “why” until they truly understand what the root need is. Breakdown general requirements into more specific requirements by probing what is needed.
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