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Review
Quality function
deployment in the customeryÐupstream in the product development pro-
cess. In a R&D context, QFD can be seen as a set of
planning tools that help introducing new or improved
Fig. 2. The Voice of the Customer in a case study regarding the quality improvement of tomato ketchup. The targeted market segment was
the Dutch student population, aged between 20 and 26 years old. Results displayed are the outcome of the qualitative (focus group) and
quantitative (survey with 75 respondents) research performed [13].
by the customer), using the so-called ``Quality Tools'' qualitative and quantitative market research, the custo-
[4,8,17]. Finally, relative importance weightings are mer's perception of how the company's product or
attached to each customer requirement by the QFD concept satis®es his or her requirements in comparison
team based on quantitative market researchÐthe Cus- to other productsÐCustomer Competitive AssessmentÐ
tomer Importance Rating. This helps establish priorities is rated and graphically depicted. A Customer Com-
in the product development process and to allocate the plaints column may also be added. An Improvement
necessary resources [3±8,10,11]. Figure 2 shows the Ratio is calculated based on the company's current and
Voice of the Customer in a case study regarding the planned levels (Goals) of customer satisfaction. Finally,
application of QFD in the quality improvement of the Strategic Planning Room provides a link between the
tomato ketchup [13]. QFD project and the company's strategic vision by
The establishment of the Voice of the Customer is the identifying market opportunitiesÐthe Sales Points-,
most critical step in a QFD project [3,6,17]. On one and priorities for R&D based on the Weight of each
hand, it requires obtaining and expressing what custo- Customer Requirement for the company [3±8,15±17].*
mers require of a product or serviceÐand not what the At this stage, the QFD team should have a clear pic-
company thinks they requireÐand how important this ture of what the customer requires from the product or
is for them. On the other hand, since these prioritized concept and how this can be related to the company's
customer requirements are guiding the whole develop- strategy. The team has now to decide how these
ment process, a misinterpretation at this stage may ser- requirements can be incorporated into the ®nal product
iously compromise the outcome of the process [4]. so that the customer is satis®ed. This is represented in
Once the QFD team has established the customer the HOQ by the Voice of the Company Room [3,11].
requirements, the next step is to understand where the Here, the end-product's technical characteristics directly
company and its competitors stand in terms of satisfy-
ing these requirements in the marketplace, by ®lling the * For a detailed description of these activities, the reader can refer
Strategic Planning Room (Fig. 3) [3,8,15]. Based on to Cohen [4] and King [15].
A.I.A. Costa et al. / Trends in Food Science & Technology 11 (2001) 306±314 309
Fig. 4. The Voice of the Customer, the Voice of the Company, the Technical Correlation Roof and the Relationship Room in a case study
regarding the quality improvement of tomato ketchup (simpli®ed) [2,13,14].
but also speci®c goals for further R&D [3±7,11]. A ®nal The critical component characteristics become the
Technical Importance Rating for each end-product rows of a third relationship matrixÐthe Process Plan
characteristic can also be calculated based on the Cus- and Control Chart or Process Planning Matrix, in which
tomer Importance Rating for each requirement and the the columns are related processing operations. If a cri-
strength of the relationships between that characteristic tical component characteristic is strongly aected by a
and each customer requirement (Relationship Room). process operation, that characteristic becomes a control
These ratings indicate the relative importance of each point in the quality control plan. Moreover, if a process
end-product characteristic in achieving the collective operation parameter must be monitored to achieve the
consumer requirements. As the absolute values are speci®ed level of a component characteristic, this para-
meaningless, they are often expressed as a percentage meter becomes a checkpoint in the process control
[3±7,15].* plan [3,5,10]. In the last matrixÐOperating Instruction
The HOQ has been the main focus of QFD-related Chart or Production Planning MatrixÐthe control
literature, because it contains the most critical informa- points and checkpoints originating from the preceding
tion a company needs regarding its relationships with matrix are related to operating instructions carried out
customers and its competitive position in the market- during production [3,5,10]. Fig. 6 shows a guide for the
place. However, and in order to truly drive the whole Deployment of the Quality Function process in the food
product development process, the Voice of the Customer industry [2,3,6].
must be still systematically cascaded into the remaining Through the Deployment of the Quality Function
product/process design activities and marketing stages activities, the QFD team has established the operational
through the use of additional matrices [3±8,10,15]. means of controlling key product and component char-
acteristics (control points) and monitoring process
Deployment of the quality function parameters (checkpoints) during product development
Based on the information depicted in the HOQ, the and market introduction. This information can now be
QFD team has now to select the end-product char- integrated in the company's quality assurance system,
acteristics that are to be deployed through the remain- bringing customer guidance and quality assurance
der of the R&D and market introduction activities upstream to product development [3±5,10,17].
[3,5,6]. End-product characteristics showing a Technical
Importance Rating above a pre-determined threshold Quality function deployment in the food industryÐ
(indicating a strong relative importance in achieving the a review
collective consumer requirements) are selected for fur- To our knowledge, there are only three papers doc-
ther deployment. The same happens to end-product umenting the development and commercial introduction
characteristics related with customer requirements, of new products or processes making use of QFD [18±
which are strong Sales Points or have poor Competitive 20]. With the exception of one paper describing the
Performance. End-product characteristics having a high main ideas of QFD and giving a simpli®ed example of
level of Organisational or Technical Diculty may also its ®rst implementation stages [20], the referred publica-
be selected [3,5,6]. tions have focused on the description of the organisa-
The selected end-product characteristics are now tional bene®ts and technical quality improvements
going to be carried from the overall product level to the achieved, rather than on the implementation process
component level through the building of the Deploy- itself. Yet, the Danish R&D programme for the food
ment Matrix, Product Design Matrix or Parts Deploy- sector (via the research programme MAPPÐMarket-
ment Matrix [3±5,8,10]. This matrix shows whether and based Process and Product innovation) has since 1992
to what extent the relationships between component produced a signi®cant number of working papers and
and product characteristics are critical. Its structure is publications on QFD, some of which describe tailored
similar to that of the HOQ: the rows are the selected applications for food product and process development
end-product characteristics, which have now become innovation [12,21±23].
design requirements, while the columns list the compo- Holmen and Kristensen [12] described the partial
nents' characteristics directly aecting these design structuring of a product development process according
requirements. The relationships between both types of to the HOQ structure in a Danish butter cookies com-
characteristics are depicted at the matrix's core. Critical pany. They also suggested some upstream and down-
component characteristics are selected based on the stream extensions to the HOQ that may bring more
strength of these relationships and are to be deployed realism to QFD's application in food product develop-
further into the production planning and the control ment. These extensions incorporate the retailers' speci®c
system [3,5,10]. requirements and link end-product characteristics to the
integrated development of ingredients and packaging.
* For a more detailed description of these activities, the reader can To create a better integration between sensory analy-
refer to ASI [3] and Cohen [4]. sis and market analysis in food product development,
312 A.I.A. Costa et al. / Trends in Food Science & Technology 11 (2001) 306±314
Bech, Engelund et al. [21] proposed a new structure were related to breeding and manufacturing character-
for the HOQ in which relationships between sensory istics, as well as to attributes generated by a sensory
attributes, technical attributes and consumer require- panel. Bech et al. also used this modi®ed HOQ to opti-
ments are highly detailed (Fig. 7). This new structure mise the translation of consumer requirements into sen-
was later applied in the market-based quality improve- sory attributes measurable by descriptive sensory
ment of smoked eel ®llet [22], through the building of a analysis [23]. Data regarding a research project aiming
modi®ed HOQ in which relevant customer requirements at the development of pea varieties for freezing was used
to build a modi®ed HOQ and propose a model for sen-
sory quality screening of new pea varieties. The mod-
i®ed HOQ is expected to better re¯ect the speci®city of
food product development (namely of the food's sen-
sory properties) in QFD projects [21±24].
The application of QFD in food product development
has been recently subject of several research projects at
the Wageningen University in The Netherlands
[1,2,13,14,25]. Costa [13] and de Vries [14] conducted a
case study regarding the practical implementation of
QFD in the quality improvement project. The conclusion
was that the Relationship Room lacked truly quantita-
tive relationships between the consumer requirements
and the food product characteristics, both intrinsic
(physical) and extrinsic (brand name, price, origin). In
view of the complex nature of consumers' relationships
with foods and of food matrix interactions (Technical
Fig. 7. Modi®ed House of Quality for food product development: (1)
interactions between technical attributes; (2) interactions between Correlation Roof), multivariate statistical methods and
sensory attributes; (3) Interactions between technical and sensory statistical design of experiments [11] were recommended
attributes [21,22]. for their quanti®cation. Korsten [25] developed a model
A.I.A. Costa et al. / Trends in Food Science & Technology 11 (2001) 306±314 313
through which food technological innovations can be dually improve with the development of QFD approa-
quantitatively evaluated and compared in terms of how ches more tailored to the speci®c needs of the food
well they meet pre-de®ned consumer segment require- industry.
ments. This model can be used for new concept selection
(a pre-requisite to the building of the HOQ), in an Challenges remaining for QFD practitioners in food
approach similar to the New Concept Selection Chart R&D
[15]. In essence, QFD encompasses exactly the same activ-
To our knowledge, the last published research con- ities that development teams perform in conventional
cerning QFD's application in food product develop- product development processes. Its main contribution is
ment refers to the chocolate industry [26]. In this paper, to replace informal, intuitive decision-making processes
a modi®ed HOQ [21] is used to improve the sensory by a structured methodology that compiles all relevant
quality of a chocolate couverture. More recently, a information and company expertise for use in product
representative of Unilever Research has also reported development and market introduction activities. Any
the use of QFD for the development of table sauces [27]. future progresses of QFD in food product development
are therefore highly dependent on the progresses and
Bene®ts and drawbacks of quality function deploy- the results of fundamental research in several areas of
ment for food R&D food sciences.
In spite of its considerable bene®ts to the product We are still missing considerable knowledge about
development process itself, QFD was clearly not devel- how dierent factors in¯uence food choice and how
oped having in mind the food industry or the consumer. they interact with each other [28]. Moreover, it is seems
This situation can be readily understood by viewing the that food choice behaviour is mostly not based on a
summary of its bene®ts and drawbacks of the application rational decision-making process, but rather char-
of QFD in product development depicted in Table 1. acterised by a low involvement and a limited search for
QFD does not address certain aspects that are vital for information, which may increasingly dicult its under-
food R&D [2,12,16]. standing [1,29]. It also is widely recognized that the
Foods are complex products with which people have most powerful consumer requirementsÐfeatures whose
equally complex relationships. Ingredients in foods dis- presence in the product consumers view as necessary but
play intricate interactions that aect the way processes not sucient for their satisfaction (`dissatis®ers' or basic
should be designed and optimised. Moreover, raw needs) or enthusing features that are not expected
materials show a natural predisposition for variation (delighters)Ðand its self-attributed importance are
that does not suit with the somewhat in¯exible character hardly ever verbalised by consumers. This demands
of QFD charts regarding changes [2]. Consumer from QFD the use of elaborate consumer research
requirements concerning food can be very diverse and techniques, which must be further improved in order to
variable, and it is likely that they can only be satis®ed if better re¯ect the speci®city of consumers' food choice
both the food product attributes and its interactions are processes [1,3,15±17].
taken into account during development process [2]. The development of models establishing quanti®able
Therefore we do not share the opinion that food pro- relationships between consumer requirements and food
ducts can be described as a set of attributes, which attributes has traditionally focused on the so-called
together ful®l consumers' needs [21]. Interactions psychophysical relationships, the relationships between
between attributes can play a decisive role in achieving consumers' quality perception at the sensory level and
consumer satisfaction. Finally, and taken into con- foods' intrinsic characteristics. We are still missing truly
sideration the research reviewed in this paper, QFD (in integrative models for consumer-oriented product
its standard format) seems to be more suitable for the development that encompass both the food's physical
ingredients' and food packaging industries than for properties and its eects, as well as other elements of the
food manufacturers. Hopefully, this situation will gra- marketing mix [1,13].
Although the QFD process is considered to be mainly 12 Holmen, E. and Kristensen, P.S. (1996) `Downstream and
consumer-driven (via the determination of the Voice of Upstream Extension of the House of Quality', MAPP Working
Paper No. 37, MAPP, Copenhagen
the Customer and its downstream deployment), it does 13 Costa, A.I.A. (1996) `Development of Methodologies for Quality
not speci®cally support feedback from consumers at the Modelling: An Application on Tomato Ketchup', MSc Thesis,
later stages of product development like prototyping or Department of Agrotechnology and Food SciencesÐInte-
market introduction [30]. Approaches like the Lead grated Food Technology, Wageningen University, Wageningen
Users method [31], targeting segments more likely to 14 Vries, E. de (1996) `Quality Function Deployment: Modelling the
Quality of Ketchup', MSc Thesis, Department of Agrotechnol-
accept innovative technologies, or the Consumer Idea- ogy and Food SciencesÐIntegrated Food Technology,
lised Design [32], which aims at involving consumers Wageningen University, Wageningen
in the actual design of products and services, may be 15 King, B. (1989) `Better Designs in Half the TimeÐImplementing
worthy of further investigation. QFD Quality Function Deployment in America' 3rd ed, GOAL/
It is now, therefore, up to food scientists and tech- QPC, Methuen, MA
16 Grin, A. (1992) `Evaluating QFD's use in US ®rms as a process
nologist to develop the methods by which the food for developing products' in Journal of Product Innovation
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potential for successful product development. 17 Grin, A. and Hauser, J.R. (1993) `The Voice of the Customer'
in Marketing Science 12, 1±27
Acknowledgements 18 Anonymous (1991) ```High Tech'' QFD And TQM Programs
Produce All-Natural Ingredients' in European Food & Drink
This work has been carried out with ®nancial support
Review 95, 97±98
from the Portuguese Foundation for Science and Tech- 19 Charteris, W.P., Kennedy, P.M., Heapes, M. and Reville, W. (1992)
nology under the program PRAXIS XXI. `A New Very Low Fat Table Spread' in Farm and Food 2, 18±19
20 Swackhamer, R. (1995) `Responding to customer requirements
for improved frying system performance' in Food Technology
49, 151±152
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