I was recently invited by Professor Aguinaldo Santos to give a lecture to his design students at Universidade Federal do Paraná (UFPR). In this lecture, I introduced my collaborative project experience with a team of Digital Appliance (DA) Business Divisionan at Samsung Electronics. They develope washers, dryers, and refrigerators, to name a few.

The team members were familiar with the VoC (Voice of the Customer), which is defined as “a hierarchical set of “customer needs” where each need (or set of needs) has assigned to it a priority which indicates its importance to the customer (Griffin and Hauser 1993, p. 2).” They collected tons of feedback and expectations about their products.

Although their effort in comprehensively collecting VoC was impressive, the way they interpret VoC was not rigorous sufficiently. They could not help but rely on intuition or expertise, interpreting VoC in a biased way.

To debias VoC interpretation, we employed the Goal Systems Theory. Since this theory illustrates why people behave in such a way (e.g., I choose rucola because I want to lose 10 pounds), it enabled them to understand VoC from the writer’s viewpoint.

Then, we developed a guideline about how to interpret VoC from a customer’s perspecitve, and examined its effectiveness by testing 3,500 VoC. One lesson we have learned is that frequently reported VoC was not always the right source of innovation. Instead, the VoC connected with an important goal, though not frequently reported, pointed to the right direction.

Reference 1

Griffin, A., & Hauser, J. R. (1993). The Voice of the Customer. Marketing Science, 12(1), 1–27.

In recent years, many U.S. and Japanese firms have adopted Quality Function Deployment (QFD). QFD is a total-quality-management process in which the “voice of the customer” is deployed throughout the R&D, engineering, and manufacturing stages of product development. For example, in the first “house” of QFD, customer needs are linked to design attributes thus encouraging the joint consideration of marketing issues and engineering issues. This paper focuses on the “Voice-of-the-Customer’ component of QFD, that is, the tasks of identifying customer needs, structuring customer needs, and providing priorities for customer needs. In the identification stage, we address the questions of ( 1 ) how many customers need be interviewed, (2) how many analysts need to read the transcripts, (3) how many customer needs do we miss, and (4) are focus groups or one-on-one interviews superior? In the structuring stage the customer needs are arrayed into a hierarchy of primary, secondary, and tertiary needs. We compare group consensus (affinity) charts, a technique which accounts for most industry applications, with a technique based on customer-sort data. In the stage which provides priorities we present new data in which product concepts were created by product-development experts such that each concept stressed the fulfillment of one primary customer need. Customer interest in and preference for these concepts are compared to measured and estimated importances. We also address the question of whether frequency of mention can be used as a surrogate for importance. Finally, we examine the stated goal of QFD, customer satisfaction. Our data demonstrate a self-selection bias in satisfaction measures that are used commonly for QFD and for corporate incentive programs. We close with a brief application to illustrate

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Reference 2

Kruglanski, A. W., Shah, J. Y., Fishbach, A., Friedman, R., Chun, W. Y., & Sleeth-Keppler, D. (2018). A theory of goal systems. In M. P. Zanna (Ed.), Advances in Experimental Social Psychology (Department, Vol. 34, pp. 331–378). Waterloo, Ontario, Canada: Academic Press.

The theory outlined in the present chapter adopts a cognitive approach to motivation. In the pages that follow we describe a research program premised on the notion that the cognitive treatment affords conceptual and methodological advantages enabling new insights into problems of motivated action, self-regulation, and self-control. We begin by placing our work in the broader historical context of social psychological theorizing about motivation and cognition. We then present our theoretical notions and trace their implications for a variety of psychological issues, including activity experience, goal commitment, choice, and substitution. The gist of the chapter that follows describes our empirical research concerning a broad range of phenomena informed by the goal-systemic analysis.