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.