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Quality function deployment is a toolkit of techniques for tackling new product development which originated in Japan. Despite its wide recognition and potential, QFD remains relatively little used in the UK. This is thought to be due to misperceptions held by the business and engineering communities in this country. This article seeks to address these issues by providing an introduction to the technique, highlighting the benefits and drawbacks arising form its use, the type of applications to which it is suited and practical tips for achieving successful implementations.