ISO 16355-3:2019

Applications of statistical and related methods to new technology and product development process — Part 3: Quantitative approaches for the acquisition of voice of customer and voice of stakeholder

This document describes quantitative approaches for acquisition of the voice of customer (VOC) and voice of stakeholder (VOS) and its purpose, and provides recommendations on the use of the applicable tools and methods. It is not a management system standard. NOTE It does not provide requirements or guidelines for organizations to develop and systematically manage their policies, processes, and procedures in order to achieve specific objectives. Users of this document include all organization functions necessary to assure customer satisfaction, including business planning, marketing, sales, research and development (R&D), engineering, information technology (IT), manufacturing, procurement, quality, production, service, packaging and logistics, support, testing, regulatory, and other phases in hardware, software, service, and system organizations.

Application des méthodes statistiques et des méthodes liées aux nouvelles technologies et de développement de produit — Partie 3: Acquisition quantitative du retour client (voice of customer) ou du retour des parties prenantes (voice of stakholders)

General Information

• Status: Published
• Publication Date: 29-Jan-2019
• ICS: 03.120.30 - Application of statistical methods
• Technical Committee: ISO/TC 69/SC 8 - Application of statistical and related methodology for new technology and product development
• Drafting Committee: ISO/TC 69/SC 8 - Application of statistical and related methodology for new technology and product development
• Current Stage: 9092 - International Standard to be revised
• Completion Date: 12-Jul-2024

Standards Content (Sample)

INTERNATIONAL ISO
STANDARD 16355-3
First edition
2019-01
Applications of statistical and related
methods to new technology and
product development process —
Part 3:
Quantitative approaches for the
acquisition of voice of customer and
voice of stakeholder
Application des méthodes statistiques et des méthodes liées aux
nouvelles technologies et de développement de produit —
Partie 3: Acquisition quantitative du retour client (voice of customer)
ou du retour des parties prenantes (voice of stakholders)
Reference number
©
ISO 2019
© ISO 2019
All rights reserved. Unless otherwise specified, or required in the context of its implementation, no part of this publication may
be reproduced or utilized otherwise in any form or by any means, electronic or mechanical, including photocopying, or posting
on the internet or an intranet, without prior written permission. Permission can be requested from either ISO at the address
below or ISO’s member body in the country of the requester.
ISO copyright office
CP 401 • Ch. de Blandonnet 8
CH-1214 Vernier, Geneva
Phone: [phone]
Fax: [phone]
Email: [e-mail]
Website: www.iso.org
Published in Switzerland
ii © ISO 2019 – All rights reserved

Contents Page
Foreword .vi
Introduction .vii
1 Scope . 1
2 Normative references . 1
3 Terms and definitions . 1
4 Basic concepts of QFD . 2
5 Integration of quantitative voice of customer (VOC) and voice of stakeholder (VOS)
acquisition with customer research methods . 2
6 Types of QFD projects . 2
7 QFD team membership . 2
7.1 QFD uses cross-functional teams . 2
7.2 Core team membership . 2
7.3 Subject matter experts . 2
7.4 QFD team leadership . 2
8 Types of information . 2
8.1 General . 2
8.2 Market strategy and trends . 2
8.2.1 General. 2
8.2.2 Analytic network process (ANP) . 3
8.2.3 Porter 5 force competitive analysis . 3
8.2.4 Market position analysis . 3
8.2.5 Project selection . 3
8.3 Market segments . 3
8.3.1 General. 3
8.3.2 Demographic market segmentation. 3
8.3.3 Attitudinal and cultural dimensions . 3
8.3.4 New Kano model studies . 3
8.3.5 Repertory grid technique . 3
8.4 Competitive space . 3
8.4.1 General. 3
8.4.2 Benchmarking . 4
8.4.3 Market position analysis . 4
8.4.4 Multidimensional scaling (MDS) . 4
8.4.5 Repertory grid technique . 4
8.5 Customer and stakeholder applications . 4
8.5.1 Frequency of use or application . 4
8.5.2 Robust parameter design . 4
8.6 Customer needs . 4
8.6.1 Functional needs using text analytics and text mining . 4
8.6.2 Emotional or attractive needs using kansei engineering . 4
8.7 Prioritization . 5
8.7.1 General. 5
8.7.2 Analytic hierarchy process (AHP) . 5
8.7.3 L-matrices . 5
8.7.4 Cluster analysis . 5
8.7.5 Analytic network process (ANP) . 5
8.7.6 Benchmarking . 5
8.8 Product requirements, feature sets, concept options . 5
8.8.1 Conjoint analysis . 5
8.8.2 Customer needs — Functional requirements matrix (house of quality) . 5
8.8.3 Quantification method III . 5
8.8.4 Regression analysis. 5
8.8.5 Repertory grid technique . 5
8.8.6 Text analytics and text mining. 6
8.9 Distribution, logistics and inventory, sales channels . 6
8.10 Customer satisfaction surveys and preference benchmarking . 6
8.10.1 Customer satisfaction surveys . 6
8.10.2 Factor analysis and covariance structure analysis . 6
8.10.3 Fuzzy set theory . 6
8.10.4 Net promoter score (NPS) . 6
8.10.5 Neural networks and artificial intelligence . 6
8.10.6 Regression analysis. 6
9 Tools for quantitative VOC and VOS acquisition and analysis . 8
9.1 Analytic network process (ANP) . 8
9.1.1 General. 8
9.1.2 Building and analyzing the network . 8
9.2 Artificial intelligence (AI) . 9
9.3 Conjoint analysis .10
9.3.1 General.10
9.3.2 Types of conjoint analyses used with QFD .10
9.3.3 Building the conjoint analysis survey .11
9.3.4 Case study of conjoint analysis and QFD .11
9.4 Cluster analysis .12
9.5 Cultural dimensions.12
9.5.1 General.12
9.5.2 Cultural dimension scores .
...

INTERNATIONAL ISO
STANDARD 16355-3
First edition
2019-01
Applications of statistical and related
methods to new technology and
product development process —
Part 3:
Quantitative approaches for the
acquisition of voice of customer and
voice of stakeholder
Application des méthodes statistiques et des méthodes liées aux
nouvelles technologies et de développement de produit —
Partie 3: Acquisition quantitative du retour client (voice of customer)
ou du retour des parties prenantes (voice of stakholders)
Reference number
©
ISO 2019
© ISO 2019
All rights reserved. Unless otherwise specified, or required in the context of its implementation, no part of this publication may
be reproduced or utilized otherwise in any form or by any means, electronic or mechanical, including photocopying, or posting
on the internet or an intranet, without prior written permission. Permission can be requested from either ISO at the address
below or ISO’s member body in the country of the requester.
ISO copyright office
CP 401 • Ch. de Blandonnet 8
CH-1214 Vernier, Geneva
Phone: [phone]
Fax: [phone]
Email: [e-mail]
Website: www.iso.org
Published in Switzerland
ii © ISO 2019 – All rights reserved

Contents Page
Foreword .vi
Introduction .vii
1 Scope . 1
2 Normative references . 1
3 Terms and definitions . 1
4 Basic concepts of QFD . 2
5 Integration of quantitative voice of customer (VOC) and voice of stakeholder (VOS)
acquisition with customer research methods . 2
6 Types of QFD projects . 2
7 QFD team membership . 2
7.1 QFD uses cross-functional teams . 2
7.2 Core team membership . 2
7.3 Subject matter experts . 2
7.4 QFD team leadership . 2
8 Types of information . 2
8.1 General . 2
8.2 Market strategy and trends . 2
8.2.1 General. 2
8.2.2 Analytic network process (ANP) . 3
8.2.3 Porter 5 force competitive analysis . 3
8.2.4 Market position analysis . 3
8.2.5 Project selection . 3
8.3 Market segments . 3
8.3.1 General. 3
8.3.2 Demographic market segmentation. 3
8.3.3 Attitudinal and cultural dimensions . 3
8.3.4 New Kano model studies . 3
8.3.5 Repertory grid technique . 3
8.4 Competitive space . 3
8.4.1 General. 3
8.4.2 Benchmarking . 4
8.4.3 Market position analysis . 4
8.4.4 Multidimensional scaling (MDS) . 4
8.4.5 Repertory grid technique . 4
8.5 Customer and stakeholder applications . 4
8.5.1 Frequency of use or application . 4
8.5.2 Robust parameter design . 4
8.6 Customer needs . 4
8.6.1 Functional needs using text analytics and text mining . 4
8.6.2 Emotional or attractive needs using kansei engineering . 4
8.7 Prioritization . 5
8.7.1 General. 5
8.7.2 Analytic hierarchy process (AHP) . 5
8.7.3 L-matrices . 5
8.7.4 Cluster analysis . 5
8.7.5 Analytic network process (ANP) . 5
8.7.6 Benchmarking . 5
8.8 Product requirements, feature sets, concept options . 5
8.8.1 Conjoint analysis . 5
8.8.2 Customer needs — Functional requirements matrix (house of quality) . 5
8.8.3 Quantification method III . 5
8.8.4 Regression analysis. 5
8.8.5 Repertory grid technique . 5
8.8.6 Text analytics and text mining. 6
8.9 Distribution, logistics and inventory, sales channels . 6
8.10 Customer satisfaction surveys and preference benchmarking . 6
8.10.1 Customer satisfaction surveys . 6
8.10.2 Factor analysis and covariance structure analysis . 6
8.10.3 Fuzzy set theory . 6
8.10.4 Net promoter score (NPS) . 6
8.10.5 Neural networks and artificial intelligence . 6
8.10.6 Regression analysis. 6
9 Tools for quantitative VOC and VOS acquisition and analysis . 8
9.1 Analytic network process (ANP) . 8
9.1.1 General. 8
9.1.2 Building and analyzing the network . 8
9.2 Artificial intelligence (AI) . 9
9.3 Conjoint analysis .10
9.3.1 General.10
9.3.2 Types of conjoint analyses used with QFD .10
9.3.3 Building the conjoint analysis survey .11
9.3.4 Case study of conjoint analysis and QFD .11
9.4 Cluster analysis .12
9.5 Cultural dimensions.12
9.5.1 General.12
9.5.2 Cultural dimension scores .
...