A visual decision-making process for cross-functional product project teams that ensures common understanding of customer needs (the "voice of the customer") and team-wide consensus on the final technical specifications the product must possess to meet those customer needs. 

QFD integrates the perspectives of team members from different disciplines, ensures that their efforts are focused on finding consistent solutions with measurable performance targets for the product, and implements these decisions at every level. Using QFD prevents costly duplication of effort as projects approach their launch. 

An important aspect of QFD is the house of quality diagram. Using this diagram, expressed and unspoken customer needs can be visually identified, translated into actions and designs, and communicated to the entire organization. It also allows customers to prioritize their needs. Suppliers of critical components are often involved in QFD sessions early in the design process. 

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