A detailed listing of customer needs in matrix format is developed and this list is used to guide the product development process. When using QFD, however, it doesn't pay to get too complicated. What matters most is that multi-functional teams visit with the customers in a focus group setting to discover their needs and that these needs are then related to product features and design specifications. Analyzing Marketplace Trends You need to develop an understanding of those changing environmental factors that are likely to influence your customers and your products. Changing life styles, attitudes, population shifts and social trends all influence the needs and wants of your customers.
Market trends are the least expensive aspect of the marketplace to study.
Yet, they have the greatest long-term impact on your current and future products. Most of the necessary information is readily available on electronic data bases and in magazines, reports and other written materials. Talking to the Lead Customers Lead customers are particularly important to you if your products are in a rapidly changing field. They are familiar with the conditions that exist in their particular marketplace. They can help identify market trends and suggest possible additions to your product lines.