Designing Products by Integrating Kano and QFD Models via TOPSIS (Cellphone as a case study)

So far, various methods are innovated and tested to develop new products or services. But, nowadays considering advantages and disadvantages of each, hybrid methods attract more attention. In this paper, QFD and Kano Methods are merged. The outcome of this hybrid method is a new product covering both competitive and innovative characteristics. At the first step, the needs of customers are identified via interviewing with the focus group and classified in Kano method through surveying 282 users. Thereafter, the correlation of each characteristic and the related requirement is identified by experts and utilized in the final QFD matrix. Simultaneously, 18 characteristics ranked by TOPSIS reach the final matrix. Then, in QFD matrix, goals are determined by applying various analyses and the cellphone which has competitive and creative requirements is introduced. Finally those attributes leading to satisfaction and also the competitive advantages are remained in the QFD matrix and would be considered in the final product design. The design procedure in this method can reduce the risk of new product offering and accordingly increase the competitiveness of enterprises.