Principles of
Perceived Quality
WMG MSc Module
In order to maintain or grow market positions, automotive
OEMs must continue to exceed their customers’
expectations. As well as objective measures of their
products (performance, economy) and features and
functions, manufacturers must also improve the attributes
that inspire a subjective or emotional response from
their customers. This less easily quantified measure, the
‘perceived quality’ of a vehicle, can ultimately determine its
eventual success.
This module introduces the theory, tools, and techniques
used to ensure that manufacturers optimise the perceived
quality of their vehicles. It provides value to all departments
that benefit from an increased knowledge of customer
perception, for example product development, research
engineering, business or product strategy, quality, marketing
and service.
What will you study?
The module will be delivered through lectures covering
theory and practical examples, as well as group exercises.
Topics will include:
cc Methods for capturing the voice of the customer
cc Techniques for quantifying emotional and sensory
experiences
What will you gain?
On completion, as a successful participant you should
expect to be able to:
cc Understand the importance of capturing the voice of the
customer
cc Be able to select from, and use, a range of methods for
capturing the voice of the customer, and evaluate their
relative strengths and weaknesses
cc Understand which methods are most relevant to your job
function, and how they might be applied
cc Target setting for new product introduction
cc Definitions and measurement tools
cc Virtual tools and how they aid the development process
cc Physical properties in the design, development, and
manufacture phases
cc Sound quality - a major case study showing how the
distinctive sounds of JLR cars have been tailored to suit
the emotional response of their customers
cc The relationship to post-market data, e.g. JD Power
APEAL survey
Duration: 5 days
Assessment: Post module assignment
For more information
www.warwick.ac.uk/wmg/tas
tas@wmg.warwick.ac.uk