Integrated Process for Developing and Selecting More or Less Better Products Based on QFD and MCGP

As consumer needs for product features change rapidly, companies must develop new products (NPD) that satisfy these needs in the shortest possible time. Consumer product selection behavior is generally overlooked when developing new products. This is a more complicated problem for consumers belonging to multiple types, such as hospitals and patients. Quality function deployment (QFD) is a good and commonly used method for product design and selection. Choosing the right product design for a company is a crucial strategic consideration to satisfy the needs of consumers and the company’s technical requirements. Designing a new product is multicriteria decision-making (MCDM). In this study, the analytical hierarchy process (AHP), QFD, and multichoice goal programming (MCGP) were combined to address the design and selection of new products. This integrated method considers both tangible (qualitative) and intangible (quantitative) factors, as well as “the higher criterion is better” and “the lower criteria is better” when selecting new design projects. To prove the practicality and sustainable value of the model, we considered a Taiwanese company that developed medical aid products as an example. This paper suggests a good decision-making tool for selecting a new product design based on “more is better/less is better” criteria.