Exercise – Quality function deployment can be relatively complex to use in practice. However, a simple exercise is to choose a service (services work better than products for this exercise) and ask the students to draw up a QFD matrix for it. An obvious service is the course on which the students are registered. Try to guide students into distinguishing clearly between the ‘whats’

(what you want the service to achieve) and the ‘hows’ (the design factors that can be manipulated in order to achieve the service’s objectives).