In the House of Quality, what do the "Whats" refer to?

In the House of Quality, the "Whats" specifically refer to Customer Requirements. This concept is central to Quality Function Deployment (QFD), which is a structured approach for capturing customer needs and translating them into specific technical specifications.

In the context of the House of Quality, the "Whats" are essentially the voice of the customer, identifying what the customers want from a product or service. This includes features, characteristics, and overall satisfaction indicators that the stakeholders prioritize. By clearly defining these requirements, organizations can ensure that their design and development processes are aligned with customer expectations, leading to higher customer satisfaction and product quality.

Understanding that "Whats" signify customer requirements emphasizes the importance of incorporating consumer feedback into the product development life cycle, ensuring that the final offerings meet the intended objectives and user demands.