This week, the American Society for Quality (ASQ) posted as an "Editor's Pick" on their Knowledge Center a QFD case study done by Singha Beer of Thailand. The response has generated a lot of interest and ASQ plans to post it on their home page.
Unlike most QFD applications, this case had little to do with the product, and much to do with the marketing and branding message – not what we drink but why we drink.
Here is the link to the article "Thai Brewery Deploys QFD Tools to Tap Into Consumer Motivation" (PDF) at ASQ site.
Enjoy.
PS: The QFD Institute also has a synopsis of this case study
"Why We Drink Beer?" (web view).
