David Menichelli received his PhD from the University of Florence in 2002, where he worked as a researcher in applied physics and adjunct professor of physics till 2009. Since 2010 he has been with IBA Dosimetry, where he covered several roles in R&D, product management, and program management. In 2015 he received the QFD Master Black Belt® from QFD Institute and is an expert resource for the development of ISO 16355-9. Since then, he has investigated and put into practice methods to design products based on customer-centric principles. He is the author of more than 70 peer-reviewed scientific papers and the inventor of six international patents.

Glenn H. Mazur has been active in QFD since its inception in North America and has worked extensively with the founders of QFD on their teaching and consulting visits from Japan. He is a leader in the application of QFD as well as conducting advanced QFD research and is the Chair of the International Symposium on Quality Function Deployment. Glenn is the Executive Director of the QFD Institute and International Council for QFD and retired Adjunct Lecturer on TQM at the University of Michigan College of Engineering, and a retired senior member of the American Society for Quality (ASQ) and the Japanese Society for Quality Control (JSQC). He is a certified QFD Red Belt® (highest level), one of two in North America. He is a certified QFD-Architekt #A21907 by QFD Institute Deutschland. He is the honorary president of the Hong Kong QFD Association and Asia QFD Association. He is the convenor of the ISO Working Group which has written the ISO 16355 series standards for QFD, a member of TC69/SC7 writing the ISO 20575 standard for Design for Six Sigma, and a liaison to TC 312 writing the ISO/TS 23686 standard for Service Excellence and TC 207 for Environmental Management. He is an Academician of the International Academy for Quality. He is the recipient of the 1998 Akao Prize® for Excellence.

1. Introduction. 2. Sources of Data. 3. Start the Project. 4. Collect the Voice of Customers. 5. Structure Customer Needs. 6. Prioritization of Customer Needs. 7. Pairwise Comparison. 8. Create a Product Concept. 9. Proof of Concept. 10. Beyond Product Design. 11. Cope with Time Pressure. 12. Do Not Let Your Mind Deceive You. 13. AI and Big Data in Product Design.