The experience of several major vehicle manufacturers shows that current customer focus techniques, such as market research and QFD often fail to identify the elements that can truly delight the customer. Existing methods have problems in translating direct customer statements into the language of designers resulting in products that fail to satisfy their customers on an emotional level. The research described in this paper, studies the use of tools designed to capture positive customer information from multiple countries in the development of real vehicles. The tools succeed in capturing equal amounts and quality of data when deployed across Europe.
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