A new method to prioritize the QFDs’ engineering characteristics inspired by the Law of Comparative Judgment

The primary module of Quality Function Deployment (QFD) is the House of Quality (HoQ), which supports the design of new products and services by translating customer requirements (CRs) into engineering characteristics (ECs). Within the HoQ framework, the traditional technique for prioritizing ECs is the independent scoring method (ISM), which aggregates the weights of the CRs and the relationships between CRs and ECs (i.e., null, weak, medium, and high) through a weighted sum. However, ISM incorporates two questionable operations: (i) an arbitrary numerical conversion of the relationships between CRs and ECs, and (ii) the “promotion” of these relationships from ordinal to cardinal scale. To address these conceptual shortcomings, this paper introduces a novel procedure for prioritizing ECs, inspired by the Thurstone’s Law of Comparative Judgment (LCJ). This procedure offers a solution that is conceptually sound and practical, overcoming the conceptual shortcomings of ISM, while maintaining its simplicity, flexibility, and ease of implementation. The proposed approach is supported by a realistic application example illustrating its potential.