Conjoint-HoQ: Evolving a Methodology to Map Market Needs to Product Profiles

This paper presents a methodology, Conjoint-HoQ (House of Quality), which is meant to provide an alternative approach to the traditional House of Quality (HoQ) tool. Specifically, the proposed method derives relationship scales – replacing the designer determined scales in the traditional approach – through integration of conjoint analysis into the HoQ framework. The steps of the Conjoint-HoQ method are presented in detail with an accompanying hypothetical example; the design of a hair dryer. Additionally, the internal validation of the method is demonstrated and a discussion regarding external validation is included. A number of research issues critical to implementation in industry are also identified and discussed. The resulting methodology is representative of the evolution of design tools required to improve the validity of design-decisions and sets a foundation for supporting the emerging paradigm of mass-customization.