
Chapter 10 n IQ Applied to Product Development 449
Remember that these are suggestive Root Causes. For your situation, you
must define your Information Effect and Business Effect clearly and determine
with your Information Producers the potential causes and then ask, “Why?”
until you get back to the Root Cause. In many cases, you must observe or design
Experiments (DOE) to isolate the Root Cause.
Identify Preventive Actions for Faulty Customer Quality Requirements
Information (TIQM P4.2.2)
Based on actual, isolated Root Causes, design possible Preventive Actions, which
may include:
Learn and implement QFD for your Product Development Process. This
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addresses the activities of Quality assurance throughout the Product
Development Value Circle, whose aim is to address Customer Satisfaction.
Incorporate an appropriate selection of prospective Customers in the
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Voice of the Customer
Ensure that the questionnaires are
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not biased toward a preconceived inter-
nally desired result. An example is biasing a Product concept toward the
manufacturer’s priorities of speed and low cost, rather than Customer
priorities.
Ensure that the Customer Verbatims represent
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accurate Requirements by
confirming them through “what do you mean by” questions, or better yet
through statistical analysis of individual Feature and Requirement Attribute
Performance Satisfaction and overall Product Performance Satisfaction, ...