TRIZWithintheContextofTheKanoModelorAddingtheThirdDimensiontoQualitySteveUngvari,SPI,Inc.810-220-8440sufield@aol.comPurpose:ThepurposeofthispaperistolinktheevolutionofqualitywiththeemergingbodyofknowledgecontainedintheTRIZmethodology.UnderstandinghowTRIZintegrateswithqualitywillarmthereaderwithamorepotentapproachtosuccessfullycompetinginthemarketplace.Author'sNote:WritingthispaperwasprecipitatedbyDr.Kano'sexpressionofinterestinTRIZinhisdiscussionswithBouBertschofIdeationInternationalintheNetherlands.Introduction:Thenotionofinherentquality,ofproductsandservicesthataredeemedtobesuperiorasopposedtoinferior,hasbeendiscussedanddebatedforcenturies.PhilosopherssuchasAristotle,ReneDescartesandJohnLockehaveprovideddifferentfacetsofthedefinitionofquality.Inthe1930s,Dr.WalterA.Shewhartbegandevelopinghisdefinitionofqualitythroughtheuseofstatisticsandwhatisnowtermed"StatisticalQualityControl."DuringandafterWorldWarII,thestatisticalvariationsonthemeaningofqualitycontinuedintheUnitedStatesandJapanwiththeworkofW.E.Deming,JosephJuranandArmandV.Feigenbaum.InJapan,theworkofKaoruIshikawa,ShigeruMizuno,ShojiShiba,YojiAkaoandGenechiTaguchiprovidedadditionalperspectivesandamuchlargercontextinwhichqualityisgermane,e.g.,"TotalQualityManagement(TQM)"and"LosstoSociety."TheKanoModelInthelate1970sDr.NoriakiKanoofTokyoRikaUniversityfurtherrefinedthenotionofqualityderivedpartiallyfromhisstudyofHerzberg's"Motivator-HygieneTheory."Whereasmanyofthepreviousdefinitionsofqualitywerelinearandonedimensionalinnature,i.e.,goodorbad,smallversuslargelosstosociety,Dr.Kanointegratedqualityalongtwodimensions.Thetwodimensionswere:1)Thedegreetowhichaproductorserviceperforms,and2)Thedegreetowhichtheuserissatisfied.SeeFigure1.Figure1.Thejuxtaposingofthequalityparametersofperformanceandusersatisfactioninatwo-axisplotcreatedtheabilitytodefinequalityinamoresophisticatedandholisticmanner.ThecorrelationofqualityontwoaxesledDr.Kanotothreeuniquedefinitionsofquality,namely:BasicQuality,PerformanceQualityandExcitementQuality.SeeFigure2.Figure2.TheThreeTypesofQualityTheKanoModelisveryusefulinprovidingalevelofsophisticationnotavailableinaone-dimensionalmodelofquality.Ifthelevelofcustomersatisfactionisplottedonaverticalaxis,andthedegreethattheproductorservicehasachievedagivenperformanceattributeonthehorizontalaxis,differenttypesofcustomerwantsandneedscanbeshowntocausewidelydifferentresponses.Themodelshowsthatthecustomer'sresponsescanbeclassifiedintothreetypesasshowninFigure2above,i.e.,Basic,PerformanceandExcitement.BasicQualityThedynamicsofBasicQualityindicatethatsomecustomerrequirements,ifnotachieved.causehighdissatisfaction,and,iftheyareachieved,haveonlyalimitedeffectoncausingcustomersatisfaction.Thereasonforthisisthatthisqualitytypeisexpectedbythecustomer.Forexample,whengoingintoarestaurantforameal,thecustomerexpectstheretobeaplacesetting.Ifthereisn'tone,thecustomerwillbedissatisfied.Ifthereisaplacesetting,nocreditwillbegivenbecausethereissupposedtobeone.Ontheotherhand,havingmanyplacesettingsdoesnotcreateanyadditionalsatisfaction.IntheAutomotiveworld,thecustomerexpectsavehicletostarteasily,provideasafedrivingenvironment,andbefreeofsqueaks,rattlesandwindnoise.Satisfactionisnotcreatedifavehicledoesthesethings.However,ifthese"basic"needsarenotmet,theresultisdevastatingtothereputationandbusinessoftheOriginalEquipmentManufacturer.Ba...
