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Compiling VOC results – Focus Group

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  • #49521

    Ronald
    Participant

    Does anyone have a tool that they would recommend using when taking notes at a VOC focus group? 
    I will be using QFD for correlation but having difficult time getting measurable data.
     

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    #169318

    SiggySig
    Member

    I think your best bet is to have questions that assess features/requirements as well as level of importance on each. WIthout that it seems like it’ll be tough to populate the left side of the QFD…

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    #169320

    BC
    Participant

    Lee,
    Use a tape recorder or better, a video recorder to make sure you don’t miss the context; as for formal tools, the Customer Voice Table (CVT).  The CVT is taught by QFD Institute (http://www.qfdi.org/who_is_qfdi/newsletter_archive/voc_analysis.htm) and is conceptually simple but quite unnerving in practice.
    Note that if you can’t go to the “genba” (the actual place of customer usage), you should have mockups/prototypes/samples for the focus group to fiddle with during the discussions.
    Good luck,
    BC

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    #169329

    Ronald
    Participant

    Do you happen to have CVT that you can share?  They did not have any templates I could download or view on their site.

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    #169348

    BC
    Participant

    Lee,
    At the risk of giving away copyrighted info, the basic elements of a CVT are as follows: 

    Benefits– 
    Need/Want: how a customer benefits, not what a product does; does not mention product at all
    Solutions–
    Characteristic:  a measureable feature
    Function:  the product/system “does something”
    Design-
    Technology:  a technology is specified
    Parts/features:  parts or features; things you can see, touch, lose
    Reliability:  life span, durability, failure rate, etc.
    Price/cost:  any mention of price or cost
     
    These categories make up the columns of the table, from left to right starting with needs/wants.  Each customer “verbatim” is placed in its own row, in the appropriate column.  The idea is for the design team to translate the verbatim, working toward the left.  In other words, if a customer specifies that he/she wants a “gripping surface”, this would be placed under the “features” column, and the team’s task is to infer the function, characteristic, and ultimately, the customer’s need/want.
     
    That’s all there is to the “template”.  This is easier said than done.  QFD Institute owns this information and they are the best at teaching it.
     
    Good luck,
     
    BC 

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    #169382

    Ronald
    Participant

    Thank you for your help.  Much appreciated.

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