ISO 16355-3
(Main)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
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 et du retour des parties prenantes
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Standards Content (Sample)
International
Standard
Second edition
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 et du retour des
parties prenantes
PROOF/ÉPREUVE
Reference number
© ISO 2025
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: +41 22 749 01 11
Email: copyright@iso.org
Website: www.iso.org
Published in Switzerland
PROOF/ÉPREUVE
ii
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
PROOF/ÉPREUVE
iii
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 . 7
9.1 Analytic network process (ANP) .7
9.1.1 General .7
9.1.2 Building and analysing 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 .
...
ISO/PRF 16355-3:2025(en)
ISO/TC 69/SC 8/WG 2
Secretariat: JISC
Date: 2025-07-15xx
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 et du retour des parties prenantes
PROOF
ISO/PRF 16355-3:2025(en)
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: + 41 22 749 01 11
EmailE-mail: copyright@iso.org
Website: www.iso.org
Published in Switzerland
ii
ISO/PRF 16355-3:2025(en)
Contents
Foreword . v
Introduction . vi
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
8.3 Market segments . 3
8.4 Competitive space . 3
8.5 Customer and stakeholder applications. 4
8.6 Customer needs . 4
8.7 Prioritization . 5
8.8 Product requirements, feature sets, concept options . 5
8.9 Distribution, logistics and inventory, sales channels . 6
8.10 Customer satisfaction surveys and preference benchmarking . 6
9 Tools for quantitative VOC and VOS acquisition and analysis . 8
9.1 Analytic network process (ANP) . 8
9.2 Artificial intelligence (AI) . 9
9.3 Conjoint analysis . 10
9.4 Cluster analysis . 13
9.5 Cultural dimensions . 13
9.6 Factor analysis with covariance structure analysis . 14
9.7 Fuzzy set theory and multi-attribute utility theory . 15
9.8 Market position analysis . 17
9.9 Market segmentation using cross tabulations . 17
9.10 Multidimensional scaling (MDS) . 19
9.11 Net promoter score (NPS) . 21
9.12 Neural networks (NN) . 22
9.13 Quantification methods (QM) . 24
9.14 Regression analysis . 29
9.15 Repertory grid technique. 33
9.16 Text analytics and text mining . 34
10 Deployment to next stage . 36
10.1 Customer needs related information . 36
10.2 Product related information . 36
Annex A (informative) Using sampling surveys . 37
iii
ISO/PRF 16355-3:2025(en)
Bibliography . 45
iv
ISO/PRF 16355-3:2025(en)
Foreword
ISO (the International Organization for Standardization) is a worldwide federation of national standards
bodies (ISO member bodies). The work of preparing International Standards is normally carried out through
ISO technical committees. Each member body interested in a subject for which a technical committee has been
established has the right to be represented on that committee. International organizations, governmental and
non-governmental, in liaison with ISO, also take part in the work. ISO collaborates closely with the
International Electrotechnical Commission (IEC) on all matters of electrotechnical standardization.
The procedures used to develop this document and those intended for its further maintenance are described
in the ISO/IEC Directives, Part 1. In particular, the different approval criteria needed for the different types of
ISO documents should be noted. This document was drafted in accordance with the editorial rules of the
ISO/IEC Directives, Part 2 (see www.iso.org/directives).
ISO draws attention to the possibility that the implementation of this document may involve the use of (a)
patent(s). ISO takes no position concerning the evidence, validity or applicability of any claimed patent rights
in respect thereof. As of the date of publication of this document, ISO had not received notice of (a) patent(s)
which may be required to implement this document. However, implementers are cautioned that this may not
represent the latest information, which may be obtained from the patent database available at
www.iso.org/patents. ISO shall not be held responsible for identifying any or all such patent rights.
Any trade name used in this document is information given for the convenience of users and does not
constitute an endorsement.
For an explanation of the voluntary nature of standards, the meaning of ISO specific terms and expressions
related to conformity assessment, as well as information about ISO's adherence to the World Trade
Organization (WTO) principles in the Technical Barriers to Trade (TBT), see www.iso.org/iso/foreword.html.
This document was prepared by Technical Committee ISO/TC 69, Applications of statistical methods,
Subcommittee SC 8, Application of statistical and related methodology for new technology and product
development.
This second edition cancels and replaces the first edition (ISO 16355-3:2019), which has been technically
revised.
The main changes are as follows:
— — minor correction to cited text for cultural dimensions.
A list of all parts in the ISO 16355 series can be found on the ISO website.
Any feedback or questions on this document should be directed to the user’s national standards body. A
complete listing of these bodies can be found at www.iso.org/members.html.
v
ISO/PRF 16355-3:2025(en)
Introduction
Quality function deployment (QFD) is a method to assure customer or stakeholder satisfaction and value with
new and existing products by designing in, from different levels and different perspectives, the requirements
that are most important to the customer or stakeholder. These requirements can be well understood through
the use of quantitative and non-quantitative tools and methods to improve confidence of the design and
development phases that they are working on the right things. In addition to satisfaction with the product,
QFD improves the process by which new products are developed.
Reported results of using QFD include improved customer satisfaction with products at time of launch,
improved cross-functional communication, systematic and traceable design decisions, efficient use of
resources, reduced rework, reduced time-to-market, lower lifecycle cost, and improved reputation of the
organization among its customers or stakeholders.
This document demonstrates the dynamic nature of a customer-driven approach. Since its inception in 1966,
QFD has broadened and deepened its methods and tools to respond to the changing business conditions of
QFD users, their management, their customers, and their products. Those who have used older QFD models
find these improvements make QFD easier and faster to use. The methods and tools shown and referenced in
the standard represent decades of improvements to QFD; the list is neither exhaustive nor exclusive. Users
can consider the applicable methods and tools as suggestions, not requirements.
This document is descriptive and discusses current best practice, it is not prescriptive by requiring specific
tools and methods.
vi
ISO/PRF 16355-3:2025(en)
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
1 Scope
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.
2 Normative references
The following documents are referred to in the text in such a way that some or all of their content constitutes
requirements of this document. For dated references, only the edition cited applies. For undated references,
the latest edition of the referenced document (including any am
...
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