08 October 2021

2021 QFD Black Belt® Update Course

You might have moved up within your company, are leading important projects, or might seek new opportunities elsewhere in the future. Staying on top of the advanced QFD knowledge and application skill is important, especially for the QFD Black Belts®.

We are offering the QFD Black Belt® Update Course this November, in response to the inquiries from past attendees of our QFD training who wish to refresh what they had learned in their previous classes so that they can a better QFD practitioner and leader at work. 

QFD Black Belt® Update Course
November 18–19, 2021 (Thur–Fri)
@ 11:00 am – 3:00 pm
  EST (New York Time)
Online Brochure
PDF Brochure
How To Attend

This 2 half-day live online seminar (4-hours each day x 2 days) is for the past graduates of the QFD Black Belt® Courses. This refresher course will bring you up to date to the current global best practices and assist you in transitioning to the new ISO 16355 standard for QFD.

Students will receive a copy of the latest QFD Green Belt® and QFD Black Belt® training manuals and templates, plus a 2-year extension of your provisional QFD Black Belt® status. 

For questions, please contact the QFD Institute.

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New to QFD? Not qualify for this Update course?
We recommend you attend the upcoming QFD Green Belt® Certificate Course, December 13–15, 2021 (4-hours x 3 days) that is also offered as a live virtual workshop.



24 August 2021

2021 QFD Black Belt® — Virtual Training

The QFD Black Belt® Certificate Course is now offered as a live online training, using the Zoom platform. 

It will be delivered over a 10-week period, with a 4-hour session every week (total 40 hours). This makes it less disruptive to students’ work schedule and allows more time to absorb the intense knowledge. 

2021 QFD Black Belt® Course:

    • Every Monday @ 9 AM – 1 PM (US Eastern/New York Time),
      starting from September 13 and continuing every Monday

      through November 22 (except for September 27).

The curriculum encompasses the breadth and depth of modern Comprehensive QFD per compliance with ISO 16355, and relevant advanced quality and design methods. Most of all, you will be taught how to adapt QFD to unique requirements of the company and project.

This advanced QFD course has prerequisites

If you would like to attend the 2021 QFD Black Belt® but do not meet the prerequisites, please contact us as soon as possible.


24 May 2021

2021 QFD Black Belt® Course

 Online Brochure  |  PDF Brochure  

Registration Forms:  PDF or MS Word


Starting September 2021, the QFD Institute will be offering the QFD Black Belt® Certificate Course as a live virtual training, using the Zoom platform. 

This facilitator-level advanced course consists of ten 4-hour sessions (40 hours total), currently planned to start in the week of  September 13–17, 2021. 

Those who would like to attend are invited to send their registrations soon — because the dates and time zone will be finalized based on attendee preferences, after their registration forms are received.

Registration Options:
  • You have a Full QFD Green Belt® (with a Gold seal on your certificate):
    Please select [QFD Black Belt® only] on the registration form.
  • You attended a QFD Green Belt® in 2020 or 2021:
    Select [QFD Black Belt® only] on the registration form.
  • You have a Provisional QFD Green Belt® from 2019 or earlier courses:
    Select [QFD Update Package] on the registration form.

We look forward to your joining us in this new virtual training. For questions, please contact us.

PS: You might be also interested in
July 26–28, 2021 QFD Green Belt® Certificate Course
@ 11am–3pm EST (New York time)

28 March 2021

Virtual QFD Green Belt® Certificate Course

April 7 – April 9, 2021  (4 hours x 3 days)
@ 7pm – 11pm Japan Time
@ Noon – 4 pm Central European Summer Time
     See what time this is in your zone
Online Brochure
PDF Brochure
Contact us to attend, reserve your seat, or ask questions
Now you can attend the QFD Green Belt® Course from anywhere in the world over the Internet. Please join us in the upcoming course:
This is a live online workshop (you will need a free Zoom account).
For questions, please contact us. To receive timely announcements about future QFD training and implementation tips, please sign up for the free newsletter.

24 March 2021

QFD in a Pandemic

Under COVID-19 lockdown, now nearly one year, we at the QFD Institute has been responding to the needs of businesses by instituting changes that are having a profound impact on QFD projects, QFD methods, and QFD training. We’d like to share some of our successes.

QFD Projects:

There has been a trend towards QFD applications in healthcare and in digitalized products. This intensified over the last year due to increased demand for new capabilities and faster time-to-market for medical devices. Unpredictable environments related to durations of use, training of non-traditional operators and users, maintenance and cleaning protocols, infectious disease control, new manufacturing, distribution, and related conditions have increased the need for faster design, re-design, quality control, and “getting it right the first time.” The emergence of telemedicine is demanding new ways for medical staff and patients to connect.

Experienced QFD practitioners will recognize these problems as the very conditions that gave rise to QFD nearly 60 years ago. This trend did not catch us by surprise, as attendees of our QFD classes in recent years were trained on a medical case study that deployed into infectious disease control services and materials, a physical device, and a software interface.

We have also seen an increased interest in applying QFD to digital and communications products as the shift to work-from-home, on-line education, and virtual meetings and family/social events has strained communication infrastructure, privacy and security, and demand for computers and other devices. Customer needs for easy setup, ease of use, and reliability have remained high priorities as first-time users (including seniors and children) require more screen time to remain engaged with their life activities.

QFD interest among companies engaging in e-commerce has also grown as customers shift from on-site shopping to pick-up and delivery arrangements. How customers browse, order, pay, and receive fresh food and household staples is different than downloading or streaming entertainment.

These disruptions have increased opportunities for QFD experts to help marketers and engineers work faster and better together to deliver solutions that help customers retain some sense of control and normalcy in their lives.

QFD Methods:

The urgency of this new commercial and social environment has been well served by the improved methods of Modern Blitz QFD® which the QFD Institute has been standardizing in recent years.

Blitz QFD® does not rely on large matrices like the House of Quality that require long hours of teamwork to complete. Instead, more concise Excel-based tools allow individuals and teams to work remotely and independently while maintaining customer priorities, communications, and innovation. This can result in much faster QFD project completion with a focus on addressing what matters most to customers.

Because customer insight and intimacy is critical to understanding what will excite and delight customers in their most critical applications, we have been exploring ways to use new technology that maintains safe, contact-free, and private gemba research.

The Modern Blitz QFD® methods are now available in the new ISO 16355 series standards for QFD, especially ISO 16355-2: 2017, ISO 16355-4:2017, and ISO 16355-5:2017. Excel templates for the Modern Blitz QFD® as well as updated Classical QFD are included in the Virtual training.

QFD Training:

The change to Virtual training has become a great opportunity for attendees from around the world. Benefits include:

  • Classes are kept small to allow the instructor to pay close attention to each attendee and their project.
  • Some sessions have more than one instructor depending on the industries of the attendees.
  • iZoom breakout rooms allow multiple students from one company to work from home, yet discuss project details in private chats with the instructor.
  • Included in the tuition is on-going support for your QFD project after the training concludes.
  • e-materials that you can print, zoom, and translate (if English is your second language) in advance of the class.
  • No travel expenses or travel time to attend.
  • Less disruption to your work and family life.

This extra attention to your success has become a great point of pride for us, and the results have been remarkable in terms of the quality of work attendees have submitted for review and the percentage of students who have quickly earned their Full QFD Green Belt® certification.

In 2020, we have attracted attendees from China, India, Europe, Canada, USA, and elsewhere with business professionals, university students and faculty.

The 2021 schedule for our Virtual QFD training will always be posted on www.qfdi.org. It is regularly updated as new course dates are added.

The upcoming virtual QFD Green Belt® course (4 hours x 3 days):

In 2021, a virtual QFD Black Belt® program for advanced facilitators is also planned. If you have particular training needs or would like different dates and time zone, we would be happy to consider private training as well. Please contact us.

11 March 2020

What is Maximum Value Table?

Maximum Value Table (MVT) is one of the powerful tools in Modern QFD that is explained in the ISO 16355 standard. Below, let us share an excerpt from a recent QFDI newsletter, describing the purpose and role of the MVT and why it is important to master this tool before attempting a House of Quality matrix.
. . . . . . . . . . . . . .
Maximum Value Table lets you deploy the same focused of voice of customer analysis as the House of Quality (HoQ) matrix does, but with greater speed, efficiency, and focus. It is an invaluable tool when budget, manpower and development time are limited.

Its purpose is to deploy only the highest priority Customer Needs into a solution design, build, and commercialization such that every necessary action to satisfy those needs is taken by each and every relevant organization department in a timely and quality way. No step must be overlooked. This is how customer satisfaction with the new product is assured.

The MVT is not constructed in one meeting, but it is populated as the design progresses, with each department adding its information in reflection of prior entries and in anticipation of later entries. It creates a traceable record that illustrates how every necessary action to achieve customer satisfaction has been sufficiently performed.

It is important to appreciate that only with a true multi-functional team can all of the MVT columns get addressed.  This forces cross-functional collaboration toward a common business goal. This is exactly how it assures the final shipped product will satisfy the highest priority customer needs.

The MVT achieves its purpose of providing maximum value to the customer by assuring their highest priority problems, opportunities, and image concerns are resolved by the new product or service. The MVT provides maximum value to the organization by aligning all critical resources (time, people, money, information) to develop and commercialize the new product or service. Value is achieved only when the customer chooses our new product or service and puts it into service to satisfy their needs.

Which should we use, MVT or HoQ?

The columns of the MVT are indicators of what, if any, QFD matrices from the Comprehensive QFD toolset described in the eight parts of ISO 16355 may be useful for more detailed analysis.

A QFD matrix is an effect-to-cause relationship matrix between two data sets. This means that any two MVT columns that share a relationship could be juxtaposed into a matrix that would indicate the strength of the relationship and transfer the weights of the rows into weights for the columns.

The House of Quality (HoQ) is the most well-known among the 30+ matrices in Comprehensive QFD. The HoQ juxtaposes a large set of Customer Needs against a large set of Functional Requirements. The top priority items in the HoQ, that is, Customer Needs and Functional Requirements, are commonly found at the start of the MVT.

As such, the MVT can often replace the HoQ when resources are constrained. Alternatively, the MTV can be used to model which Comprehensive QFD matrices are needed. There is no penalty to doing the MVT first, because by definition, the highest priority information derived from QFD matrices should already be in the columns of the MVT. A well executed MTV is more valuable than a poorly or partially deployed HoQ matrix.

Where can I learn the Maximum Value Table (MVT)?

The Maximum Value Table (MVT) is taught at the QFD Green Belt® training.

The QFD Institute offers public QFD Green Belt® courses several times a year. The same workshop is also available at your business locations. Please inquire by email.

Most attendees are able to begin using this fabulous tool in their work, once they get with it through hands-on practices in the class.


Transferring the Customer Need weights into Functional Requirement weights in the HoQ is conventionally done using Independent Distribution calculations (in Excel this function is called SumProduct). These calculations do not support the use of ordinal scale numbers, which was inherited from the 1960-70s Japanese QFD in the pre-computer era. In the late 1980s, the QFD math was upgraded to more precise ratio scale numbers based on the analytic hierarchy process (AHP) and other best practices from Multicriteria Decision Making theory. This upgrade is now taught in the QFD Green Belt® training (including Excel worksheets) and guidance is detailed in the ISO 16355-5:2017 standard.

06 January 2020

March 2020 QFD Workshop

QFD Green Belt® Certificate Course

March 19–20, 2019
Online Brochure
We now offer this course as a live online training workshop. Please visit the Calendar page for the upcoming course dates, or contact the QFD Institute if you have questions.
  • Internationally acclaimed introductory to Modern Blitz QFD®, ISO 16355, No-Matrix QFD.
  • Compatible with QS-9000, Six Sigma, DFSS, Stage Gate, EFQM, TQM, Baldrige, and other quality initiatives.
  • Start applying tools in the class on your own project or practice on a generic model.
  • No prerequisites.

For questions, please contact us (email).

05 November 2019

Competitive Benchmarking and QFD - ASQ Webcast

Competitive benchmarking plays an important role in the design and development of new products. After all, why would a customer buy something new unless the new product offered superior benefits over what they use now.

Benchmarking competitors can be employed at different QFD phases to help identify opportunities where both the producer (business) and the customer get the "biggest bang for the buck."

The "Competitive Benchmarking and QFD" webcast gives an excellent overview of what QFD really is and how your business can benefit from it. Best of all, you learn the most trusted QFD information from the world top QFD expert, Glenn Mazur.

The webcast also provides an eye-opening update including the new ISO 16355, for those who had learned QFD from the books and/or instructors teaching the out-of-the-date method (such as 4-phase or 4-house model from the 1960s) or incorrect information (such as 'a House of Quality matrix is QFD').

This webcast is a part of "Learn About Quality" education by the American Society for Quality (ASQ), and the QFD Institute is pleased to provide the updated content.

The webcast is free to the ASQ members.
Sign in from this page to access it, if you are already a member.

Interested in getting an ASQ membership?
It is available for individuals and corporations, regardless of your location.

You can read the snippets of the webcast content from this page, if you do not wish to get an ASQ membership at this time.

05 October 2019

QFD Master Class in India

The QFD Institute is pleased to announce the QFD Master Class in India this fall, in cooperation with the Confederation of Indian Industry (CII) Institute of Quality.

QFD Master Class
  • When: 21–22 November 2019
  • Where: Bangalore, INDIA

This is an excellent opportunity for businesses in India and neighboring regions to learn from the world top QFD expert Glenn H. Mazur.

  • What is QFD (Quality Function Deployment) -- its root, history, recent advancements
  • Key QFD methods and tools
  • Basic application steps
  • ISO 16355

The workshop elements in this 2-day class equip participants with important skills that they can implement in their work environment, across the supply chain of their business, and the value chain of their customers, plus optional QFD Green Belt® certification.

For details and registration, please see the website of CII Institute of Quality.

05 September 2019

ISQFD'19-Boise: The 25th International Symposium on QFD

Over seven decades ago in the aftermath of the WW II, Japanese engineers learned from Dr. W. Edwards Deming about statistical process control (SPC), and taking to heart Deming’s teachings, rebuilt Japan’s industrial base. Over time. SPC morphed it into Kaizen and TQM.

At the height of Japanese quality dominance in the 1980s, a handful of Americans discovered the Japanese secret to new product excellence: Quality Function Deployment (QFD). These Americans, including QFD Institute advisors Larry Sullivan and Bob King, studied with Dr. Yoji Akao, who happily shared his knowledge to anyone who came to him, just like Dr. Deming did decades earlier.

QFD spread globally, triggered by the case studies published through the Symposia on QFD, the first of which was organized in Michigan (USA) in 1989 by Bob Adams and which became the predecessor of the International Symposium on QFD.

The QFD taught in the 1980s, however, was rooted in the 1960s Japanese TQM era and was inefficient in many Western business environments and technology-based product development. Dr. Yoji Akao, one of the founders of QFD, approached the QFD Institute to modernize Japanese 1960s QFD for a 21st century global business environment, with Six Sigma precision and Lean Sigma speed.

With the new ISO 16355 Standard established in 2015, Modern QFD has transcended beyond it’s original manufacturing form to become a universally applicable toolset for new product and business development, business process re-engineering, corporate transformation, innovation, and, of course, quality. Tools included in Modern QFD are Blitz QFD®, Customer Voice Table, Maximum Value Table, modern House of Quality using AHP prioritization math, and many more.

Showcased in the 25th International Symposium on QFD (ISQFD) on September 6–7, 2019 are case studies and research that reflect these exciting advancements including Modern QFD for business transformation. They are but a sample of the state of QFD Best Practice from around the world, taking on important, timely topics and presenting solutions with QFD analytics and tools.

Once again, activities for people of all levels of QFD experience are offered at the 2019 conference: the QFD Green Belt® Certificate Course on September 4–5; QFD Black Belt® Certificate Course on September 9–13; QFD Black Belt® Update Course and QFD Green Belt® Update Course on September 8. These QFD Belt Courses are our way of giving back to our QFD community.

Without the hard work, diligence, and generosity of our authors and presenters and QFD Institute staff, this symposium could not have taken place. Our gratitude for all. We also acknowledge support from the members of the International Council for QFD and the members of the ISO 16355 QFD technical committee.

If you are interested in participating the next ISQFD and/or QFD courses, or if you would like to purchase the symposium transactions, please contact the QFD Institute.