Nokia手机日本市场调查书(pdf 17)

1. Contents
1. Contents............ 2
2. Introduction....... 3
2.1. HISTORY OF QFD AT NOKIA..3
2.2. VOICE OF CUSTOMER RESEARCH..........4
3. The benefits of GEMBA research .... 4
3.1. CUSTOMERS DON’T TELL US EVERYTHING ..............4
3.2. PRODUCTS HAVE NO VALUE IN THEMSELVES ..........5
3.3. OPTIMIZING THE PRODUCT DEVELOPMENT PROCESS ..............6
4. Japan GEMBA research project....... 7
4.1. INTRODUCTION.....7
4.2. PLANNING THE PROJECT – WHO TO INVOLVE..........7
4.2.1. Project Objectives – product 'x' ....7
4.2.2. Prioritizing the objectives .............8
4.2.3. Selecting the Target Customer Segments....9
4.2.4. Selecting the GEMBA 10
4.3. DESIGN THE RESEARCH METHOD – CULTURAL SENSITIVITY .10
DEVELOPMENT OF THE TRAINING GUIDE .......11
4.5. THE GEMBA EXPERIENCE SO FAR ......12
4.5.1. Extract the customer statements from the visit reports...............12
4.5.2. Get the customers to organize the statements into groups (affinity diagram
method) ..12
4.5.3. Turn the affinity diagram into a hierarchy of Demanded Quality statements
(tree structure) ........13
4.6. RESULTS SO FAR ...............14
5. CONCLUSIONS ............... 14
5.1. FUTURE PLANS ..15
6. About the authors........... 15
6.1. ERIC RONNEY....15
6.2. PETER OLFE ......15
6.3. GLENN MAZUR...15
7. References ...... 16
..............................