Overview
ISO 16355-3:2019 - Applications of statistical and related methods to new technology and product development process - Part 3 focuses on quantitative approaches for acquiring the Voice of Customer (VOC) and Voice of Stakeholder (VOS). The standard describes methods and recommendations for collecting and analyzing customer and stakeholder input to inform product and technology development. It is explicitly not a management system standard and does not impose organizational process requirements.
Key topics
ISO 16355-3:2019 covers a wide range of quantitative techniques and QFD (Quality Function Deployment) concepts, including:
- Voice of Customer (VOC) and Voice of Stakeholder (VOS) acquisition and purpose
- Basic concepts of QFD and integration with customer research
- Cross-functional QFD team structure and roles
- Types of information: market strategy, market segmentation, competitive analysis, customer needs
- Prioritization and quantification methods (e.g., AHP, ANP, L-matrices, cluster analysis)
- Statistical and modeling tools: conjoint analysis, regression analysis, factor/covariance analysis
- Text and AI methods: text analytics, text mining, neural networks, artificial intelligence
- Handling qualitative/uncertain data: fuzzy set theory, multi-attribute utility
- Specific applied techniques: multidimensional scaling (MDS), benchmarking, NPS (Net Promoter Score), kansei engineering, repertory grid technique
Practical applications
ISO 16355-3 provides practical guidance for using quantitative methods to translate VOC/VOS into actionable product requirements and priorities:
- Designing customer surveys and conjoint analysis to evaluate feature trade-offs
- Segmenting markets using demographic, attitudinal, or MDS approaches
- Prioritizing requirements with AHP/ANP and cluster analysis for roadmapping
- Using text mining and AI to extract functional and emotional needs from unstructured feedback
- Benchmarking competitive positions and computing satisfaction drivers with factor analysis
- Applying fuzzy approaches where scoring customer perceptions is imprecise
Who should use it
This document is intended for functions involved in ensuring customer satisfaction across product and system lifecycles, including:
- Product management, R&D, engineering, marketing, and sales
- Quality, manufacturing, procurement, logistics, and service teams
- IT, test, regulatory, and support organizations in hardware, software, service, and system contexts
Cross-functional QFD teams and decision-makers will find the standard valuable for structuring quantitative VOC/VOS studies.
Related standards and notes
- Part of the ISO 16355 series (other parts cover complementary statistical and QFD methods).
- Reminder: ISO 16355-3:2019 gives recommendations and methods - it does not replace organizational policies or certify management systems.
Keywords: ISO 16355-3:2019, Voice of Customer (VOC), Voice of Stakeholder (VOS), QFD, conjoint analysis, ANP, AHP, text analytics, fuzzy set theory, product development, market segmentation.