Thai Brewery Deploys QFD Tools to Tap Into Consumer Motivation

Case Study

Abstract: Boon Rawd Brewery, the maker of Singha beer, saw an opportunity to better understand its American, British, and Australian customers as demand for Thai food products in these market segments continued to boom. The company partnered with Japan Business Consultants, Ltd. and deployed QFD tools using a five-step approach to uncover the thoughts, beliefs, feelings, and perceptions influencing the consumption of its products. The team’s findings were used to craft marketing messages that tap into consumers’ psyches and began to appear in print ads in 2009.

Keywords: Quality function deployment (QFD); Blitz QFD; Kansei; Analytic hierarchy process (AHP); Hierarchy diagram; Affinity diagram; Gemba; Customer satisfaction; Brand awareness; Marketing; Market research; Customer segments; Decision making

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