Quality space of the magazine : a methodological approach to customer requirements as a driver of product development

Abstract

The objective of the study was to develop a method, which enables taking customer requirements, needs and expectations into account in the paper development process. The feasibility of the method was evaluated with a case study. The target of the case study was to clarify, what kind of requirements and needs are set for magazine quality in the value network of Finnish magazines, and the role of paper in fulfilling those requirements and needs. The method developed in order to collect and analyze customer data is called requirement analysis. The requirement analysis a four-step process, where i) the value network of a specified end product is identified, ii) data of the critical quality factors is collected throughout the value network, iii) correlations between quality factors and paper characteristics are defined, and iv) paper properties that contribute to the competitive advantage are identified. The requirement analysis is an application of existing methods, such as methods used in interview studies, Quality Function Deployment (QFD), and Kano's theory on attractive quality. In a paper development process, the requirement analysis takes place in the initial stage, and thus, its results can be utilized as basic data in the following steps. Paper production is a part of the value network of a print product. In the magazine business, the direct clients for the paper industry are printing houses. However, the other actors in the value network of a magazine, i.e. publishers and advertisers, have a significant role in defining the magazine quality, and hence, the needs, requirements and expectations concerning paper quality. The definition of magazine quality and quality expectations differ in the value network. The requirements concerning paper quality vary as well. The closer the reader, the more important is the role of the target group and the editorial content. The paper is evaluated through sensory properties, such as appearance, feel, sound, and even scent. When the parts of the value network closer to the magazine production are considered, quality expectations concentrate on the issues affecting magazine production efficiency. The technical functionality of paper and its properties in carrying information are emphasized, but also the appearance and impressions affect the overall quality experience. It is more challenging to identify the correlations between quality expectations and paper characteristics when the customer asked is closer to the reader, and thus, further from the paper producer. When the total quality of paper is divided into physical properties, service and symbolic properties, the correlations are easier to detect. The results indicate that by using requirement analysis, the requirements and expectations of print product quality can be identified throughout the value network of a product. The requirement analysis also offers tools for linking customer requirements with paper characteristics, and thus, enables observation of the customer viewpoint in paper development.