Upon completion of the Pugh Concept Selection process, the team will continue to refine and evaluate the top two or three product concepts identified using the QFD process. QFD stands for Quality Function Deployment, and it is often called the "House of Quality." QFD represents a crossroads in product development that marks a transition from marketing to technical development. Using QFD, the needs of the customer, identified through interviewing and KJ Analysis, are translated into a product or service that meets those customer needs. Prior work in ideation and concept selection are also used during the QFD process to identify innovative approaches to developing products that meet the needs of these customers.