The first step in building a House of Quality is to transform the customer quotes into customer attributes.  The design team usually performs this step.  There are five rules to follow when transforming customer quotes into customer attributes.

Rule #1 Focus on what the product does and not how the product does it.  In other words the customer attribute should describe the benefit that the customer seeks and not the feature.

Example customer quote:  “The car should have a small four cylinder engine and an electric motor.”

Incorrect customer attribute: The car has a hybrid drive train consisting of a gas engine and an electric motor.  (Note the features!)

Correct customer attribute: The car is economical to drive.  (This is the benefit the customer is seeking!)

 Rule #2 Do not use negative phrasing; use positive phrasing.

Example customer quote:  “The car must not skid on wet pavement.”

Incorrect customer attribute: The car does not skid on wet pavement

Correct customer attribute: The car maintains control on a variety of surfaces

Rule #3 Express customer quote as an attribute of the product.

Example customer quote:  “My small garage can shelter the car.”

Incorrect customer attribute: A small garage can contain the car.

Correct customer attribute: The car fits into small garages.

Rule #4 Do not use modifiers like must and should.

Example customer quote:  “The car should go very fast.”

Incorrect customer attribute: The car is very fast.

Correct customer attribute: The car is fast.

Rule #5 The customer attribute describes one and only one characteristic of the product.

Example customer quote:  “I like cars that are roomy and comfortable.”

Incorrect customer attribute: The car is roomy and comfortable.

Correct customer attribute: The car is roomy.

Second customer attribute: The car is comfortable.

After you have compiled the list of customer attributes, enter the attributes into the House of Quality template found here.

 

Customer Quote	Interpreted Need
Batteries go in pretty easily Snug fit – you can just pop them in and you know they’re in	Easy to power (install batteries)
Nice that it takes 2 AA – very standard & likely to have around	The product uses readily available energy
Wonder how long batteries last I don’t sharpen pencil that often; wouldn’t have to change batteries too often If I were teaching again, may have to change more often (should be reasonable)	Inexpensive to operate (long battery life)
Some closing things it’s hard to tell if they’re closed – this makes a good sound	Indicates cover closed (battery)