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.
Why We Drink Beer?
Sounding out sensory attributes in product development
Why QFD fails at some companies — The mistakes you must avoid
Gemba: The Key to Future Success
A Japanese car rental company was floored when they discovered, in a gemba survey, that a large percentage of their customers were using rented cars for not getting from point A to point B, but for secondary purposes such as taking naps, storing things, watching TV streaming, changing clothes for a party, etc. This uderscores the importance of QFD Gemba study to understand your customers and market. Gemba Study is also essential when developing a never-existed future product such as a Moon RV.