How can you align R&D quality objectives with customer requirements?

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Research and development (R&D) is a vital process for creating innovative products and services that meet customer needs and expectations. However, R&D also involves risks, uncertainties, and complexities that can affect the quality of the outcomes. Therefore, it is essential to align R&D quality objectives with customer requirements, so that the R&D process can deliver value and satisfaction to the customers and the organization. In this article, we will discuss how you can achieve this alignment by following four steps: defining quality, understanding customer needs, setting quality standards, and measuring and improving quality.

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Reza Mokhtar

At NPC
Shyamkumar Shobhasana

Design Engineer @GrabCAD | Mechanical Engineer with 6+ years of experience | R&D Specialist | Designing the Future with…
SUBOOR BAIG

Sr.Chemist(QA/QC) Or in R&D

1 Define quality

Quality is a subjective and relative concept that depends on the context and the perspective of the stakeholders. For R&D, quality can be defined as the degree to which the R&D outputs meet the specifications, expectations, and preferences of the customers and the organization. Quality can also be influenced by factors such as cost, time, functionality, usability, reliability, safety, and sustainability. Therefore, defining quality for R&D requires clarifying the scope, purpose, and criteria of the R&D project, as well as the expectations and requirements of the internal and external customers.

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Reza Mokhtar

At NPC
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Quality can be a relative concept because many times we invent products and processes in the development and research unit. Therefore, quality is measured in absolute time. To invent the required process and product, it is even necessary to ignore factors such as time and cost, especially in the military and defense fields! Therefore, the definition of quality can be broad and according to the needs of the final customer.

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Shyamkumar Shobhasana

Design Engineer @GrabCAD | Mechanical Engineer with 6+ years of experience | R&D Specialist | Designing the Future with CATIA and AI |
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Quality, relative in R&D, measures progress against time, ignoring cost for innovation, especially in military and defense, where definition is broad, meeting customer needs.

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SUBOOR BAIG

Sr.Chemist(QA/QC) Or in R&D
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I think "Communication" is the best way. However, if you'd like a more detailed answer: Aligning R&D quality objectives with customer requirements involves: 1. Active listening to customer needs. 2. Clear understanding of customer expectations. 3. Effective communication of customer requirements to R&D teams. 4. Regular feedback and progress updates. 5. Continuous improvement and adaptation to changing customer needs. But, if I had to choose a single word, it would be "Communication"!

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Jorge Otero

Cultural Heritage Consultant | Professor and Researcher of Conservation at University of Barcelona
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I believe that, in R&D or science, quality refers to the accuracy, reliability, and validity of research outcomes and experimental data, ensuring adherence to rigorous methodologies and standards of scientific inquiry.

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Kishore Hotha, PhD, MBA

Global Pharmaceutical Executive | Strategic Change Leadership | CMC Product Development | FDA |(INDs, NDAs, ANDAs)| CDMO| CMO|
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Ensuring R&D aligns with customer desires is vital. Proper understanding goes beyond listening; it entails deeply analyzing feedback from survey tools. Showcasing early product versions isn't just for insights but emphasizes co-creation. R&D must be flexible, adjusting to changing customer preferences. Engaging with sales and customer service offers a holistic view of the customer's wants. Testing isn't merely about quality; it signifies trust. I think collecting post-launch feedback is essential for ongoing refinement. Essentially, aligning R&D with customer needs is a continuing commitment to excellence and staying relevant.

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2 Understand customer needs

Understanding customer needs is crucial for aligning R&D quality objectives with customer requirements. Customer needs are the problems, desires, or goals that the customers want to solve, satisfy, or achieve with the R&D outputs. Customer needs can be expressed or implied, explicit or implicit, functional or emotional, and current or future. Therefore, understanding customer needs requires conducting market research, customer feedback, user testing, interviews, surveys, observation, and other methods to collect and analyze data on the customer segments, personas, behaviors, preferences, pain points, and opportunities.

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3 Set quality standards

Setting quality standards is the process of translating customer needs into measurable and achievable quality objectives for the R&D outputs. Quality standards are the specific criteria or indicators that define the expected level of performance, functionality, usability, reliability, safety, and sustainability of the R&D outputs. Quality standards can be based on customer requirements, industry benchmarks, best practices, regulations, or internal goals. Setting quality standards requires involving the R&D team, the customers, and other stakeholders in defining the quality attributes, metrics, targets, and tolerances for the R&D outputs.

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Jorge Otero

Cultural Heritage Consultant | Professor and Researcher of Conservation at University of Barcelona
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Based on my experience in science and R&D, setting quality standards involves defining precise parameters for experimental procedures, data collection, and analysis methods, ensuring adherence to rigorous scientific protocols, reproducibility, and validity of research findings. In order to make sure you advance in the right direction, quality standards are a MUST and we all are constantly "wasting a significant amount of time" on them but they are crucial

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4 Measure and improve quality

Measuring and improving quality is the process of monitoring, evaluating, and enhancing the quality of the R&D outputs throughout the R&D process. Measuring quality involves collecting and analyzing data on the quality performance, functionality, usability, reliability, safety, and sustainability of the R&D outputs using the quality standards as the reference. Improving quality involves identifying and addressing the gaps, issues, or defects that affect the quality of the R&D outputs using methods such as quality control, quality assurance, quality improvement, or quality management. Measuring and improving quality requires establishing feedback loops, quality audits, quality reviews, quality tests, or quality tools to ensure continuous quality improvement and alignment with customer requirements.

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Jorge Otero

Cultural Heritage Consultant | Professor and Researcher of Conservation at University of Barcelona
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I believe that measuring and improving quality is essential in all my scientific endeavors. The implementation of systematic evaluation techniques (this especificall?y can vary as it depends on the type of research since this can be more theoretical or lab-based) but in most cases it is based on statistical analysis, repetition, and performance assessments to identify areas for enhancement and ensure continual progress and adherence to high scientific standards.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you align R&D quality objectives with customer requirements?

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1 Define quality

2 Understand customer needs

3 Set quality standards

4 Measure and improve quality

5 Here’s what else to consider

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