The integration of quality function deployment and Kansei Engineering: An overview of application

As a result of today’s globalized world and robust development of emerging markets, consumers are able to select from an endless number of products that are mostly similar in terms of design and properties, as well as equivalent in function and performance. The survival of businesses in a competitive ambience requires innovation, consumer loyalty, and products that are easily identifiable by consumers. Today’s manufacturers have started to employ customer research instruments to survive in the highly industrialized world—for example, Conjoint Analysis, Design of Experiments and Semantic Design of Environment. However, this work only attempts to concentrate on Kansei Engineering and Quality Function Deployment. Kansei Engineering (KE) is deemed as the most appropriate method to link consumers’ feelings, emotions or senses to the properties of a product because it translates people’s impressions, interests, and feelings to the solutions of product design. Likewise, Quality Function Deployment (QFD) enables clearer interpretation of the needs of consumers, better concepts or products, and enhanced communication to internal operations that must then manufacture and deliver the product or services. The integration of both KE and QFD is believed possible, as many product manufacturers and businesses have started to utilize systematized methods to translate consumers’ needs and wants into processes and products. Therefore, this work addresses areas of various integrations of KE and QFD processes in the industry, in an effort to assist an integration of KE and QFD. This work aims to provide evidence on the integration mechanism to enable successful incorporation of consumer’s implicit feelings and demands into product quality improvement, and simultaneously providing an overview of both KE and QFD from the perspective of a novice.